branding

When Should a Brand Take a Stand? When It's Values are Clearly Defined.

Whether SNL knows it or not—they have just nailed the kinds of meetings marketing executives on both the brand and agency side will be having for the months if not years to come. While one team pitches "Cheeto executives" the same idea over and over again involving political hot topics—the other team in futility keeps trying to bring the brand back to more basic truths. People eat Cheetos because it's fun and they taste good.

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In The Rush to Remain Relevant: Brands Must Reevaluate ROI

Brands Must Reevaluate ROI

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Brand Book Bite from Evolve: Marketing as We Know It Is Doomed

Welcome to my latest “brand book bite” — check out the full collection of write-ups and author interviews here.

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Brand Experience Brief: Best Buy

This Brand Experience Brief covers Best Buy. I visited the location in Richfield, MN, and found that instead of presenting a cohesive Best Buy brand experience, the store provides a collection of shopping experiences for different brands. Take a look:

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Brand Book Bites from the Birth of a Brand

Here’s my newest “brand book bite” — check out the full collection of write-ups and author interviews here.

The book: The Birth of a Brand:  Launching Your Entrepreneurial Passion and Soul (Beyond Words Publishing), a business memoir about the world-renowned UGG brand of sheepskin boots from Australia

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Brand Experience Brief: Whole Foods Detroit

Whole Foods Market opened a unit in Midtown, Detroit, to serve a primarily black, low income consumer who is relatively uneducated about local and healthy food. Check out this video audit to see how it designed and managed the customer experience there.

 

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Brand Book Bites from Sticky Branding

The book: Sticky Branding: 12.5 Principles to Stand Out, Attract Customers, and Grow an Incredible Brand – a very helpful book for small- and mid-sized businesses.

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Ban These Five Words from Your Brand Strategy

As I help companies define or re-define their brand strategies, we articulate the core values and attributes of their brands. We distill from all the things that could be said about their brands the most distinctive and defining elements.

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Brand Book Bites from Aaker on Branding

The book: Aaker on Branding:  20 Principles That Drive Success

The brain: One of the definitive voices on branding, David Aaker. Dave has published more than 100 articles and 15 books on branding, brand strategy, and brand management, including Managing Brand Equity and Building Strong Brands, two texts that have served as my bibles.

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Why Red Bull Loves Its Haters

When Dietrich Mateschitz launched Red Bull in 1987, he wanted the brand to be perceived as an ultra-premium drink so he made it the most expensive carbonated drink around at $2 a can.

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