brand strategy

What's Your Return on 'Celebrity' When You Have Your Brand Endorsed by a Celebrity?

by: Idris Mootee

Using celebrity to endorse brands can work both ways. It is till difficult to put a ROI on it. You can argue if you have a really good idea that brings out the USP (Unique Selling Proposition) of a product or brand in a humorous and relevant way, why do you need to pay a celebrity?

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Pepsi: Irrational Effervescence?

by: Jonathan Salem Baskin

Last week, Pepsi announced almost a 10% decrease in its third-quarter income, and warned that the year wouldn't be as bubbly as once thought. Coke delivered better results, crediting its sales overseas (and favorable currency exchange rates). Both firms aren't convincingly happy about the outlook for 2009.

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Music From the Titanic

by: Jonathan Salem Baskin

It seems that the resolve of the top marketers collected at last weekend's 98th meeting of the Association of National Advertisers was simple: defend brand budgets at all costs, and keep spending.

In other words, iceberg be damned.

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2008 Prediction #3: Play More Games

by: Jonathan Salem Baskin

In 2008, we're all going to move closer to becoming gamers.

I'm not talking just players of actual games, per se, although those segments of consumers are growing exponentially:

 

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This Brand Needs Rehab

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.

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The Dim Bulb Equation

by: Jonathan Salem Baskin

I'm not satisfied by any of the answers I've heard for measuring branding because I'm not convinced we're asking the right questions.

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Ford Innovates

by: Jonathan Salem Baskin

Ford's plan to equip many of its 2010 model year vehicles with teen-safety chips is a novel, smart branding idea.

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Media: Sparking a Cultural Movement

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Footnotes to : the Tyranny of the Big Idea

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Advanced Branding Class Week Five - Developing a Brand Vision

by: Idris Mootee

Welcome to
week five of our Advanced Brand Strategy Masterclass. We are now getting into
the nuts and bolts of how to develop a brand strategy. I have divided that into
two parts. And here's part one.

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