branding

Not So Innocent

by: Jonathan Salem Baskin

Coca-Cola intends to buy between 10 and 20% of Innocent, which is the company that all but invented the idea of a "socially conscious, good-for-you fruit smoothie" in the UK.

I think it's a deviously brilliant move, but not for the reasons feted in the marketing media.

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Branding 'Manhattan Project' Revealed

by: Jonathan Salem Baskin

The branding community has launched a massive, collaborative project intended to utterly rewrite the principles and re-purpose the tools of brand marketing.

Download the announcement.

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Even before the Ink Dries

by: Jonathan Salem Baskin

Kodak has just announced its new "Print and Prosper" marketing campaign, and I think it's utterly brilliant branding.

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Schick Commercial's 'Aha!' Moment

by: Roger Dooley

When the brain decodes a puzzle, even a simple one, there’s a little reward. Marketers have sometimes used this to good effect - see Puzzles Boost Brand Recognition and Marketing to the Infovore. Watch this commercial from Schick for its Quattro TrimStyle for Women razor:

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Memo to Blockbuster's Agency

by: Jonathan Salem Baskin

To: Bob Chimbel, DDB Entertainment
cc: All Innovative Ad Execs Throughout the Cosmos

Congratulations on winning the Blockbuster account, and on using it as the prompt to pull together all of your far-flung entertainment-related units into a single shop-within-Omnicom in Dallas.  

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Is Search the Anti-Brand?

by: Jonathan Salem Baskin

I wrote an entire chapter in my book, Branding Only Works on Cattle, about how the ubiquity of information available to consumers via Internet search (access, richness, and authenticity) search, would destroy the fundamental, command-and-control presumptions of branding.

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Is Your Brand Cheap & Easy?

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Top 10 Super Bowl Ads Named

by: Roger Dooley

Most of us have gotten over our short-lived obsession with the 2009 Super Bowl ads, but at neuromarketing firm Sands Research technologists have been slaving away analyzing all 72 of those commercials. Sands measures viewers’ EEG activity to gauge both emotional and cognitive responses to ads. In addition, they collect questionnaires before and after the ads are viewed.

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A New Approach to House Brands

by: John Winsor

When you think of house brands at most supermarkets you tend to think of low cost, low quality and only available at the store which owns the brand. Safeway is taking a decidedly different approach with O Organics and Eating Well.

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NextGen of Immersive Mobile Branding

by: Eliane Alhadeff

Via: SlideShare - Branded iPhone Apps - The Next Generation Of Immersive Mobile Branding

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