branding

Brands Count – Seen or Unseen

We’re in the midst of the busiest shopping season of the year, and lots of us will be shopping for stylish gifts. One of the choices we’ll be confronted with is whether to buy an item from a well-known brand or opt for a less expensive item from a store or cheaper brand.

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What Do Great Brands Do?

Have you ever wondered, "What makes a great brand? What do these companies do differently? What will it take for my company to be a great brand that customers want to buy from and employees want to work for?" I'm about to let you in on their secrets.

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The Secret Behind the James Bond Brand

With last week’s premier of the latest James Bond film, Skyfall, I’m reminded of the brand extension lessons that can be derived from the successful Bond movie franchise.  I’ve found couple observations about the evolution and extend-ability of James Bond spot-on:

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5 Marketing Tips That We Could Learn from Celebrities

Guest Post by: Ravali Ravulapati

I have to admit, I usually don’t have too much time to watch TV. But when I do, I usually watch shows that don’t require much focus and after a long day of work I often resort to reality shows or random celebrity news. However, I think I can justify this by saying that I have taken away a few “marketing” lessons from these shows or celebrities. Whether its reality TV, Food Network or watching E!, there are valuable lessons these “celebrities” can teach us marketing professionals.

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Brand-As-Business Perspectives From Jim Stengel’s Grow

Jim Stengel’s book Grow:  How Ideals Power Growth and Profit at the World’s Greatest Companies presents brand-building through the lens of ideals.

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What Makes a Product Innovative?

brand as business bit:  Nielsen recently released its “2012 Breakthrough Innovation Awards” in which it recognized new CPG product introductions that met its criteria for innovative-ness. The winners are an interesting mix (Glaceau vitaminwater zero, Chobani, and Zyrtec top the list) and the report is an informative read about the CPG industry and instructive about innovation in general, so I suggest you take a look.

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Is Yours a Cult Brand?

I read an article yesterday on Business Insider about 16 Brands That Have Fanatical Cult Followings. I love this concept because, ultimately, I think every brand wants to achieve this status. Don't you want to have raving fans? Evangelists of/for your brand? People who can't live without your brand or will accept no substitute? Yea, I thought so.

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Stop Waiting For Bad News

I know I’m dim, but I don’t understand all the blather about bad news or customer complaints being the chance for brands to earn trust. I think it’s the opposite of how you should look at things; trust comes from a shared understanding before bad things happen.

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Stop Telling Me Stories about Your Brand

I know I’m a dim bulb, but being a liberal arts grad is both blessing and curse. It’s wonderful to see the world in terms of poetic metaphor and meaning. It’s also a distraction that can lead me to overestimate my own skills as a communicator, as well as misjudge anybody’s interest in hearing what I have to communicate.

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Communities of Purpose – Part 2

(part I here)

People have aggregated into communities because of shared purposes since time began. A shared cave to avoid getting eaten by saber-toothed tigers. Walled medieval villages to make silk or conduct trade. Suburbs to avoid cities, and cities to avoid the country. Every community in the real world got together, and stayed together (or not) because its residents needed one another to accomplish something(s).

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