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Research
When Brands Betray Us
At the root of the Harvey Weinstein scandal is a very real sense of betrayal. A new study explores how consumers react when their brands fail them catastrophically.
Sunday, October 15, 2017
Tag: Brands
ESPN
Brands
Is ESPN Destined to Become the Next Ticketmaster?
As consumers continue cutting cords, ESPN is facing the biggest business challenge in its history. New research indicates its brand is also at risk.
Sunday, July 2, 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
Media
When Your TV Binge Doesn't Flow
Binge-watching is growing and content creators are rising to meet the demand. But making it profitable presents a few specific challenges.
Tuesday, November 15, 2016
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
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
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
Brand Preference, Experience and Memory
Great brand experiences have a profound effect on the way consumers remember.
Sunday, February 22, 2009