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Change was on everyone’s lips in 2008, and it is coming with a vengeance in 2009. With the economy in a free-fall, the business of brand planning has never been so uncertain. We hit the streets to talk directly to consumers. We also spoke to one of New York’s Guru’s of the future, Judy Galloway, …
Branding Trends in 2009–Consumer Interviews and the G-Ometer Report Read More »
Viral marketing is a promising tactic. Your brand message spreads far, fast, and almost free. The problem is that many marketers don’t invest enough time in planning–and that can be an expensive mistake, as Motrin and Dr. Pepper have found out. See how Axl Rose and baby-wearing moms made these brands very sick.
Branded packaging is an effective way to elevate a generic product into something consumers are willing to pay just a bit more for. If your brand is caught in a commodity trap, packaging can be a profitable differentiator. See how Domino Sugar broke out of the bag (which always seem to leak). Sugar is sugar. …
Branded Packaging: Domino Sugar New Canister Package Innovation Read More »
The recently released Anholt GFK Roper Nation Brands Index tell us just where we stand. How the world perceives a country has dramatic impact on business, tourism and diplomatic influence. The Nation Brands Index is an important benchmark for measuring a country’s brand image and for managing it in the future. Laura Latshaw, Sr. VP …
Place Branding: Anholt GfK Roper Nation Brands Index Read More »
Political pundits are tossing around opinions about Obama’s brand and McCain’s brand, but what do people like Morton Kondracke know about branding? We went to the proverbial Madison Avenue to talk to real brand experts to talk about the candidate brands. Part One: Comparing the Candidate Brand Strategies of Obama and McCain Barry Silverman has …
Branding places has become a big and sophisticated business. Whether hosting the Olympics, attracting tourists and conventions, or winning a corporate headquarters, research or manufacturing facility, billions of dollars at stake in the place branding game. We interview Rob DeRocker, executive with Development Counselors International (DCI), who is an expert in the field.
Naming your company or product has always been a challenge. In the digital age, the challenge is even greater with URL naming. Now, in addition to being unique, memorable, and relevant, names need to be searchable, make a good URL, and most of all, they be available as a dotcom. Below are some important points …
One of the toughest aspects of naming a company or a product is finding a URL, a domain name for your Web site. You might want to consider the “used” market of recycled names. Every day thousands of perfectly good URLs are abandoned and left to expire—their yours for the taking. If you have ever …
Macy’s thought it could cut costs and achieve buying efficiencies if it created one single national department store chain. That thinking led to a major brand blunder in Chicago. Watch as shoppers share their feelings about the loss of Marshall Fields and its replacement by Macy’s. Marshall Fields has such a devoted brand following that …
Macy’s Blunders with Marshall Fields Brand Name Change Read More »
Antifreeze in toothpaste, poisoned pet food, lead in millions of Fisher-Price toys, and now melamine in babys’ milk–the list of potentially harmful products made in China is growing. And that means certain harm to some of America’s leading brands. The Fisher-Price recall is expected to cost many millions in administration alone. That is only the …