branding

Bees’ Views on Brand Building

So you want to start building your tree? Well, it is not an easy task. First, you must plant some roots. Then hammer some wood and bark on top of them. Tie on several branches and glue some blossom, for the bees to come over and pollinate them. Definitely glue some leaves to create a murmur in the air, so that the bees know you have a tree. Now wait for the bees, so that you can finally have fruit. Sometimes, to speed up the process, it helps to make a special offer for bees – e.g. “Pollinate 2 flowers, get honey from 3!”.

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Passive Aggressive Branding

With reports that the oil gusher in the Gulf is nearly kaput, BP's new CEO announced Friday that the company would scale back its cleanup efforts in areas where there is no more oil. Makes sense. Still bad for the brand, though.

There are two problems with which BP must contend, one situational and the other conceptual:

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Is Love Enough?

ESPN is launching today a new branding ad campaign intended "to demonstrate our love of sports," according to one of its execs quoted in The New York Times.

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Could Pabst Be Too Cool?

Pabst Blue Ribbon ("PBR") is a 100 year old+ beer brand and one of 25 labels just bought by an investor renowned for his ability to make old brands profitable again. I want to give him the benefit of some dim insights, though it's proving much harder than I expected.

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Unconscious Branding: Who Needs Facts?

Few doubt that branding messages can be powerful, but new research shows that even when consumers don’t recall the specific message, their preferences can be shaped to the point where they reject new information that conflicts with their stored brand association.

 

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You've Got To Be Kidding

The markets tumbled, retirement savings dissolved, and home values evaporated as every principle and presumption about individual investing was called at least into question, and more likely to account. Now financial services firm Vanguard is promoting the answer: stop investing, and start Vanguarding.

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Ghost in the Machine

Toyota's latest crisis illustrates a problem that will continue to plague multinational businesses: what does "the brand" stand for when there's seeming limitless breadth, depth, and variability to corporate activity?

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Tiger, We Hardly Knew Ya

The list of Tiger Woods' sexual conquests had barely reached the double digits when Accenture fired him as its celebrity spokesathlete because, as experts explained, it needed to go in a completely different direction. Detaching him from the company's brand would be painful and take time, but it was necessary.

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Apple Envy

'Tis the season to diss Apple in some very creative and entertaining ways. I'm just not sure whether it's a sign of strategic marketing insight, or fishbowl-like confusion of message over meaning.

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You Get More from Almost Great Ideas

(NOTE: This essay draws on a chapter in my new book, Bright Lights & Dim Bulbs, which identifies nine radical branding and marketing insights for innovative business leaders to watch as we roll into 2010).

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