brand message

HUMMER: Split-Brain Branding

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When Everyone Is Shouting, Consumers Adjust Their Volume Control

by: Idris Mootee

This
has been a  busy but productive week and I am now working on updating
my slides for the second  presentation which I will post here tomorrow.
Next week we will get deeper into how brands are built and how to
manage brand meanings. I do look forward to more great feedback from

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Advanced Brand Strategy Masterclass - Week Two

by: Idris Mootee

It was a great
start last week. Taking together what was discussed: brands exist as symbols in
popular culture with their meanings contingent on particular cultural contexts;
brands embody stories constructed by the companies that produced them, and by their

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Managing Brand Meanings - An Anthropological Perspective

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How Sustainable Is Your Brand Story?

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A double take or a double take too far?

by: Dick Stroud

This is what VW says about this campaign.

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Making The Complex Simple

by: Roger Dooley

We recently covered new research that showed an interesting inversion of feelings about decisions in our post, Simple Marketing for Complex Products. Simply put, individuals were happier with decisions about complex issues that were made intuitively, but were also happier with decisions about simple issues that had been carefully analyzed.

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Simple Marketing for Complex Products

by: Roger Dooley

The more complex a decision is, the more thought and deliberation it requires, right? As intuitive and seemingly obvious as that statement seems, new research shows that it’s not true, at least in some kinds of situations.

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Planners Get Hooked on Transmedia

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The Art of Branding

by: Guy Kawasaki

In honor of the recent Macworld Expo and the upcoming Super Bowl (the two great branding exercises of every new year; one much more fruitful than the other), this blog entry is about the art of branding. My assumptions are that you don't have infinite resources and that you do have a great product (see an earlier post called “Guy's Golden Touch”). If you do have infinite resource and don't have a great product, there's still hope, but you don't need to read this entry any further.

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