brand image

by: Jonathan Salem Baskin

News of recently-teenaged actress Lindsay Lohan's impersonation of still-deceased actress Marilyn Monroe via a nude photo spread in New York magazine says a lot about how brands can devolve.

by: Jonathan Salem Baskin

Congrats to the PR person who pitched the story I read in today's paper, entitled “Rebranding Can Refresh Tired Corporate Image.”

The litany of ill-defined, esoteric, and incomplete terms served-up in the first two paragraphs was enough to make my head spin:

by: Jonathan Salem Baskin

(note: this is part 4 in this week's 5-part series on the brandification of our lives) 

Lots of people shop for religion, and some even get their salvation custom-designed. It didn't used to be this way. 

by: Jonathan Salem Baskin

The Gap has proven again, as if we needed another reminder, that it's addicted to an old, ruined, costly, and self-destructive idea of what constitutes a brand.

by: Jonathan Salem Baskin

It took an LA traffic cop to discover that Victoria's Secret underwear can be used as a dangerous weapon. No, not dangerous like oh-you're-so-pouty-dangerous, but as in actually harmful.

by: Jonathan Salem Baskin

Anheuser-Busch last week rejected InBev's acquisition offer, and ran a full-page newspaper ad to explain why.

It seems that its brand is just too valuable.

by: Matt Rhodes

Scantily clad women have been used to sell products to men for decades, and likely for millennia in one form or another. There’s little doubt that the typical male brain is wired to respond to attractive females in revealing attire. But is this a cheap attention-getting trick that has no real impact on sales, or does it actually work? Researchers shed new light on this topic by exposing subjects to either videos of women in bikinis or more neutral videos, and evaluating their decision making ability.

by: Idris Mootee

This has been one busy week and I am back with
week six of our Advanced Brand Strategy Masterclass. We are continuing on the
second part of brand strategy development framework which focuses on brand
identity, brand images and brand delivery. The delivery one is probably the
most important and interesting aspect.

Marketing campaigns often focus primarily on the sense of vision, whether they are purely visual elements like print ads and billboards, or even when they have associated sound, like television commercials or retail environments. I’ve written about olfactory marketing - appealing to the sense of smell - but what about sound?