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
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
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
Branding
An open letter
On the eve of a new iPhone, some heartfelt thoughts to Apple and his deadbeat friend.
Saturday, June 19, 2010
Branding
Healthcare for Brands on A Budget
In recessionary times brands need to monitor their health and make the most of every investment.
Sunday, May 9, 2010
Branding
Toward Sustainable Branding
Is your brand a seasonal or a perennial? What does it take to brand for the long haul?
Saturday, May 23, 2009
Branding
Extensions and Deep Cues
In a down economy many brand managers review their brand architecture to determine what to cut and what to nourish. A new study offers guidance.
Saturday, April 11, 2009
Branding
Branding in a Troubled Economy
When times are tough, brands have new decisions to consider. Here's an overview of how to navigate the water.
Friday, March 6, 2009
Branding
Brand Preference, Experience and Memory
Great brand experiences have a profound effect on the way consumers remember.
Sunday, February 22, 2009