Brand Insights - Page 36 of 37

Business Brands vs. Consumer Brands: Differences and Implications

Are business brands different from consumer brands? Yes, but the more interesting questions are: How are business brands different from consumer brands? What do those differences mean for brand builders? Business Brands Work with a Different Kind of Audience First of all, the business brand audience is business. Consumer brands, even highly targeted ones, speak …

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Small B2B Company Rebrand Project

Chicago Induction is a remarkable company that has found a profitable niche in specialty hardening and softening of metal parts. The company grew by serving the heavy machinery and automotive industry in the Midwest. Despite recessions and loss of manufacturing to India, China and Mexico, the company prospered. Led by the charismatic founders, the company …

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Small Business Brand: Does Your Small Business Need a Brand?

If you’ve got a small company or are in the process of starting one, you might be thinking about building a brand. Given all the things you can spend your time and money on, is small business brand really worth the effort? The answer is yes and no—it depends on what you mean when you …

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Apparel Magazine Article: In China “The Brand” is Everything

Originally published in Apparel Magazine December, 2006 If there is one thing that Western apparel companies should know about China, it is this: Brand sells. Understanding the role brands play in China is important for anyone doing business there, and it is especially crucial for companies trying to satisfy the enormous appetite there for Western …

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Creating Iconic Brands in China

Lisa Merriam, New York brand strategy expert, advises top Chinese marketers on how to efficiently create global brands Originally published in the Beijing News, October 21, 2006. Branding may still be a relatively new concept in China, but the nation can be expected to reach a high level of sophistication in a relatively short period …

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China Business News Interview: China Brands and Globalization

China Business News interview with Lisa Merriam, originally published October, 2006 discussing China brands, marketing challenges and globalization. Question: What do the developing countries get from globalization in the economic and social way? Answer: Trade can be short-term disruptive for the societies of both sides, in this case both the developed nations that multinationals call …

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The Changing Role of Brands–New Brand Dimensions

The role of brands is changing. Once it was simple: Brand dimensions were simply a guarantee of quality. As branding grew more sophisticated, marketers came to understand the importance of the company behind the brand. Corporate brands communicating the promise of the company were defined. Today, we are seeing new brand dimensions to the their …

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Branding in China: The Formidable Market For Sporting Goods

Branding in China article originally published By Lisa Merriam in Sporting Goods Business magazine The opportunity for marketing sporting goods in China is formidable—in both senses of the word. Yes, the market is awesome in size, but it is also intimidating in its challenges. Companies that bring American attitudes towards sports marketing in China will …

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Bank Brand Names ABA Bank Marketing–Banks: The Name Game

Originally published by Lisa Merriam in ABA Bank Marketing, February, 2005 “A good name is more valuable than great riches.” So says the ancient book of Proverbs. In business, a good name is a prerequisite to great riches. Nowhere is that more true than in a trust-based industry like banking. Your name is the foundation …

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Naming Kore Sportswear

Congratulations on the launch of Kore Sportswear. This Long Island, New York company markets athletic clothing made of 100% bamboo fabric. In addition to being eco-friendly, the product has great insulating and wicking properties. Merriam Associates was brought in by Fresh Bread Creative to name the new product. After exploring the usual clichés around bamboo …

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