Boy Scout by Norman Rockwell
Branding
Scout's Honor
There are many words used to describe a brand's platform. But one word is often conspicuously missing.
Monday, March 5, 2012
Branding
Wage a Campaign Inside
The campaign methods used by political entities are a good model for making change inside a brand.
Monday, February 20, 2012
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Branding
The Road to and From Memory
Branding works on consumer memory. The best brands are easily memorized.
Monday, February 20, 2012
Branding
Stake Promises, Not Positions
Though they are often used interchangeably, a brand promise is very different from a brand position.
Monday, February 20, 2012
Branding
Live or Memorex?
There's a rebellion growing against brands. And it's driven by brands that think it's ok to fool consumers after they leave the cash register.
Monday, January 23, 2012
Branding
You Say Blackwater, They Say Academi
In an effort to distance itself from recent history, Blackwater has rebranded. The business is the same. The name is now Academi.
Monday, December 12, 2011
Branding
5 Great Branding Books
If you're looking to dive deep, here are five must-reads that capture critical perspectives in the art and science of branding.
Monday, November 28, 2011
Branding
Why is Black Friday Black?
Color names can provide a powerful influence over brand identity--an influence that is often counter-intuitive.
Friday, November 25, 2011
Culture
Lifestyles of the Rich
It's tempting to assume affluent consumers are shallow. But a new study demonstrates that the wealthiest favor brands that have a cause.
Monday, November 21, 2011
Branding
Laying Equity
Several retailers have reintroduced layaway, and the results are surprising. Consumers value what you sell more when they work for it.
Monday, November 21, 2011
Storytelling
Answer the Question
Great stories hinge on a question. This is as true for the great American novel as it is for a business report. To tell a better story, lean on your question.