When Brand Cops Evolve to Become Brand Coaches
Brand Governance: Brand Cops Becoming Brand Coaches, addresses the dramatic changes in the communications landscape and their impact on brand governance.
B2C Branding
Brand Reputation–The Importance of Background Checks
Your brand depends your people. Reputation is built less by marketing and advertising and more by who you hire. With the transparency and speed of communication in today’s marketplace, you need to look before you leap when making hiring decisions.
Online Review Sites and Your Brand Reputation
Review site are critical to your brand reputation. Because search engines put these sites near the top of search results, good reviews have a major impact on site traffic and lead generation, either attracting new business or driving customers away. Your marketing plan needs to include managing ratings and reviews. My latest article for the …
Sears Bankruptcy: Death of a Once-Great Retailing Brand
As a Chicago native, retail nerd, and former customer, Sears bankruptcy comes as sad news. The Chicago Tribune has a great story of a brand that did not have to die. In 2006, Sears profit peaked at $1.5 billion with a 3.6% profit margin according to MacroTrends. That same year, Amazon just cleared $190,000,000 with …
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Brand Trust Is in Decline: Reputation Institute Recommendations
Brand trust is in decline. In the week that saw #BoycottInNOut and #BurnNike, I had the pleasure of interviewing Kylie Wright-Ford of the Reputation Institute for the American Marketing Association New York. We talked about what companies can do to earn and keep trust in their reputations. Watch the interview here. The American Marketing Association’s Brilliance in …
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Nike Brand Controversy: Colin Kaepernick
The Colin Kaepernick ads sparked major debate among marketing leaders. Read American Marketing Association leadership opinions about the Nike brand controversy and about the politicization of branding and marketing.
Product Placement: Coca-Cola and Lava for the Ultimate Brand Embed
From a previous eruption, but what a great and relevant product placement! Watch the Coca-Cola brand embed literally into the Big Island of Hawaii eruption of Kilauea: I do wish the effect had been more explosive! It is also a great example of co-creation. Coca-Cola did not create or pay for this video.
Museum of Modern Art: Some Iconic Brands DO Belong in a Museum
Iconic brands do belong in a museum, and the new exhibition at the Museum of Modern art showcases some one hundred examples of influential fashion brands. The latest episode of Brilliance in Marketing brings you inside this long-awaited show. In addition to serving as the chair of the communications committee on the board of directors …
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Golden Knights of Las Vegas Sued for Trademark Infringement–We Saw This Coming a Year Ago
When The Las Vegas Sun interviewed us about the new NHL team that needed a name, I warned them about trademark infringement that would mean certain trouble. Calling the hockey team the Golden Knights was a terrible, terrible choice for many reasons (see expanded Las Vegas hockey team naming mistake post here). You cannot build …