branding
Marketing in the Time of Snapchat
Branding relies upon a story that lives inside the consumer's brain. But that story is changing in an era when stories appear and evaporate in a fraction of a second.
Sunday, July 16, 2017
Branding
Helen H. Richardson/Getty Images
branding
Symbols and Stereotypes
What happens when your brand symbolizes something offensive to others? How much do logos incite bad behavior? The case of the Washington Redskins.
Sunday, July 9, 2017
branding
From Badging to Hacking
Being t-shirt worthy was once the imperative for brand managers. But consumers have drifted away from badging brands to confer status. Instead, they seek ways to hack the brand's cultural currency to satisfy their social media reach.
Sunday, June 25, 2017
branding
From Habits to Rituals
In the quest to become indispensable to consumers more brands should consider how they can ritualize their brand experience
Sunday, April 9, 2017
branding
When Labels Matter
How the subtle use of specific words to define your target audience makes a significant difference in the performance of your brand
Sunday, March 12, 2017
branding
Why the Uber Brand is Probably Not in Danger ... Yet
Despite a spate of bad press and questionable behavior, most consumers will tolerate the Uber brand out of sheer necessity and proven behavioral economics.
Sunday, March 5, 2017
branding
Confessions of a Strat-o-Saur
Brands are relying on functional positioning more than ever before, raising the question: am I becoming extinct?
Sunday, February 12, 2017
branding
Skip B-School. Study Life.
The 3 subject areas to master if you want to become a great brand strategist
Sunday, January 29, 2017
Shutterstock/MadamSaffa
branding
Rebooting the American Brand
Does The American Dream still resonate with today's consumers? A new study says it might be fading. Three factors are key to connecting the promise of America with modern brands.
Sunday, January 15, 2017
branding
Beyond Challengers. A cycle of brand types
It's time to evolve our thinking about challenger brands. They are not an end-state, but rather a phase. Success depends on knowing when your challenger days have passed.
Sunday, December 18, 2016
branding
And that's the way it is
The news industry has a serious branding challenge. To regain its credibility and stature it may be time to start from scratch.
Tuesday, November 29, 2016