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Working with Everbrand, we helped rebrand a revolutionary technology for corporate knowledge management: Auros. Writing with Jeff Moffa, Vice President for Knowledge Systems at Auros, we wrote this article for Manufacturing.net: What happens when your company experts retire or move to another company, taking your corporate knowledge with them?
Brand-jacking is when an existing brand is co-opted and used to promote something else. That is exactly what opponents of genetically modified foods are doing with the Monsanto brand.They’ve grabbed the bumper of Monsanto and are skitching on its reputation to bring attention and understanding to their message. As a kid growing up in Chicago, …
Brand-Jacking: A Political Cause Skitches on the Monsanto Brand Read More »
Congratulations to my client, the Association of Consultants to Nonprofits on their new Web site. It’s always a pleasure to work with Chicagoans, especially those who appreciate good web site writing, visitor experience and good SEO. Visit the site here.
Al Qaeda is making headlines again. We had covered the death of the Al Qaeda brand for Forbes over a year ago. As the presidential candidates argue about what happened in Libya, Stratfor, an intelligence analysis group, has written a great article on the Al Qaeda brand architecture problem. As Al Qaeda fades as a …
Al Qaeda Brand Architecture Problem and Taliban as Media Bias Victim Read More »
The latest AIG rebranding is actually re-rebanding: Returning to its old name, finally correcting a an ill-considered and ineffective name change. AIG Rebranding 2009 “AIG is trying to outrun its old reputation by adopting a new brand. Will it work? Most people aren’t buying it. The entity, formerly known as AIG, is firmly attached to …
We talked about naming challenges, how to name, pitfalls to avoid in this online radio interview on CDTV.net, the online broadcasting network providing stock market news, financial, business, nasdaq, nyse, earnings, and daily dividend reports. Merriam’s Guide to Naming is available from most major booksellers, including Amazon.
Last year when Motorola split into two companies, both called Motorola, they created brand confusion. Now Google is acquiring Motorola Mobility Holdings Inc. for its wireless patents. With the demise of the Motorola Mobility brand, what’s left of Motorola can begin to create a stronger, focused brand..but that is a big if. What if Google …
The Proxios brand promise was tested under fire last week. At Merriam Associates, we have been honored to work with some truly great companies large and small. Occasionally, we get to work with a company which does something truly heroic. We renamed and repositioned Proxios, which manages companies’ information technology through cloud computing. It is …
How much of the Apple brand value is Steve Jobs? Is the brand at risk with Jobs’ new medical leave? When a major brand is closely tied to a single person (think of Yves St. Laurent, Oprah Winfrey, Donald Trump), brand value can rise and fall on the fortunes and failures of that person. Steve …
Corporate restructuring can make perfect financial sense, yet create a perfect mess creating brand confusion in the marketplace. Take Marathon Oil, which just announced it is spinning off its “downstream” refining and retail operations. Those low margin businesses drag down the finances of the whole company, so a spin off is a shrewd move. Still, …