brand value

Can the BP Brand Be Saved? The Logo Is Now the Symbol of the Worst Ecological Disaster in Decades.

This BP mess is definitely an ecological disaster as well as a brand disaster of the century and it will take us decades to see the real impact. BP has lost half of its market value and there are even considerations for shareholder lawsuits on behalf of BP investors who have lost money because of the Deepwater Horizon oil spill.

Continue Reading

The Brand Promise: Reality Gap

Attention:  fast food marketers – you’re wasting half of your advertising!

But I’m not talking about the waste that John Wanamaker was referring to in his famous quip about not knowing which half of his advertising was being wasted. I’m talking about the average of 48% of people who say there’s a big difference between what you promise in your advertising and what they experience at your restaurants.

Continue Reading

Do Something, Get Something

Disney will give free admission to its parks to 1 million people who complete a day of volunteer work. It's an amazingly smart marketing tactic, and it has strategic implications that every business should consider.

Continue Reading

Brand Threat Management in the Age of Cyberscamming

by: Joseph Mann

Is the soft global economy eroding brand value? A new study by the CMO Council seems to say so. Their global audit of 306 marketers titled "Protection From Brand Infection" reports that trademark infringement and brand knockoff artists are moving increasingly online.

Continue Reading

So Maybe Hogs Can't Fly?

by: Jonathan Salem Baskin

Harley-Davidson's stock price is little more than a third of what it was a year ago, representing a steep decline in the intangible value of its brand.

With motorcycle demand down 30% in the U.S., and a near-total evaporation of the hog-makers ability to write loans for would-be buyers, is the company just another victim of tough times...or is there something flawed in the way the experts routinely celebrated the relevance and utility of its brand?

Continue Reading

The Futurelab 100 - 4th Edition (2008)

What would you prefer if you were an A-brand? To be considered by the advertising and financial community as a brand that matters? Or to be considered as highly relevant and liked by ordinary folks that surf the internet? For companies like Coca Cola and Yahoo these questions are becoming every more relevant. The Interbrand 100 ranks them respectively at number 1 and 65. The Futurelab 100 which we published today  inverts their positions by putting them at number 57 and 2. 

Continue Reading

John Gerzma Stares Down the Recession

by: Scott Goodson

John Gerzma sent me this note today. He is author of The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid it. (thebrandbubble.com) He also heads up the strategy group of Y&R brands.

Continue Reading

Perceived Value

by: Jonathan Salem Baskin

I'm driving myself nuts with semantics this morning, trying to reconcile the ideas of perception and value.

Perception is a subjective experience in which individuals use their senses to literally grab understanding (percipere). Value is the assessment of cost/benefit, or a ranking among things that has been somehow established (valere).

Continue Reading

Brands & People

Continue Reading

Of Balls and Band-Aids

Continue Reading
Subscribe to RSS - brand value