branding

New Rules for Developing Brand Identity Considering Social Media

by: Karl Long

I was inspired to write this after seeing the amazing case study from the team that worked on the Obama identity, which could well become one of the most iconic identities in our time. What struck me was the approach was less like the classic ‘brand as a monolith’ strategy, and much more ‘brand as a canvas’. Deliberate or not, the brand gained it’s own life in social media as people took it and mashed it up.

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Do You Know the Difference Between White Eggs, Brown Eggs or Painted Eggs? Or Can You Tell the Difference Between Quarter Pounder and Big Mac?

by: Idris Mootee

Are we heading towards where all products are pretty much the same or all products will have some minimum level of differentiation to survive? Name me some products that doesn’t matter what the price or the brand is, the products are still the same? Water? Tomato puree? Sugar? Milk? Or eggs?

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Ask Is Still Searching

by: Jonathan Salem Baskin

Ask's latest branding campaign is intended to frighten or offend most of its potential customers. It does the job brilliantly.

The TV spots feature some nerdy guy with his chin resting on a pregnant woman’s shoulder, whether she’s walking down the street or laying in bed. He asks questions that she might predictably ask. The punchline is that Ask.com will help you find the answers.

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Best Buy's Dire Prophecy

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Just Tell the Truth

by: Jonathan Salem Baskin

Trust and reliance on brands and corporate reputation are at all-time lows, and it blows me away that marketers can't seem to figure out why.

I say that we've forgotten how to tell the truth. Worse, we allow ourselves to get distracted by the latest and smartest ways to avoid it.

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Delta Northwest: A Dream or a Nightmare

by: Jonathan Salem Baskin

Last Thursday, Delta announced that its acquisition of Northwest had been approved. This will be either a dream or a nightmare for fliers of either airline.

And, oddly enough, I think it'll depend on how the new entity brands itself.

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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:

game - SB.jpg

 

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2008 Prediction #5: Talk Less, Do More

by: Jonathan Salem Baskin

Ok, you probably know by now that I'm no Nostradamus.

I'm less interested in making predictions of what will be, but rather forecasting issues that might be relevant to us, whether as trends impacting business...or potential areas of experimentation and exploration that could prompt said trends.

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Of Balls and Band-Aids

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Super Bowl Redux, Redux Pt.1

by: Jonathan Salem Baskin

I've written for the past few years now on my utter befuddlement over Super Bowl advertising.

We live in an age when making a connection between the fleeting exposure of mass-market awareness and subsequent sales keeps getting harder, less dependable, and certainly more expensive. Yet some bold, damn-the-torpedoes brand marketers seem committed to not just thinking otherwise, but putting their employer's/client's money where their, er, bravado is.

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