Brand Strategy – Page 3

Rebranding National Geographic to Go Further in Today’s Media Markets

When market dynamics and business strategies change, it impacts the brand. National Geographic, a brand with over one hundred years of history behind it, needed rebranding after the entity split off the non-profit Society form the for-proft National Geographic Partners a joint venture with 21st Century Fox. Rebranding doesn’t always mean changing a name or …

Rebranding National Geographic to Go Further in Today’s Media Markets Read More »

Saturated Markets Offer Opportunity for Niche Market Entrepreneurs

Marketing history is dotted with examples of companies who have been successful entering a “saturated market.” The secret to winning is carving out a niche. Entering a crowded and competitive market is a good strategic option. I provided the San Fernando Business Journal with insight into such a winning scenario. Existing markets have large numbers …

Saturated Markets Offer Opportunity for Niche Market Entrepreneurs Read More »

Olympic Marketing Panel–Ready for Rio

Congratulations to Scott Lange for a successful panel discussion at the Marketing Executive Networking Group on marketing, media, trademarks, sponsorship, ambush marketing and branding and the Olympic Movement–particularly the upcoming Games in Rio. Meet the panelists

Rio 2016 Olympic Games: Maximizing Sports Sponsorship ROI

On the eve of the Rio 2016 Summer Olympic Games, sports sponsorship for brands is drawing greater interest. Will pollution, crime, political bungling and Zika impact ROI? Probably not. Getting the highest ROI for event sponsorship depends “activation”most of all—and that extends far beyond the event itself. If all you are getting for your sports …

Rio 2016 Olympic Games: Maximizing Sports Sponsorship ROI Read More »

Urban New Service — Leading African-American News Source in Under a Year

Congratulations to my client Urban News Service on their historical achievement: In less than six months, they have become one of the largest distributors of news content to African-American owned newspapers in the country. Here is the the interview with one of three founding principals (the others being Andre Johnson and Joe Ruffin). Eric Easter emphasizes the importance of seasoned journalists telling black stories in print and embedding reporters in our communities for the long haul. Hear the Eric …

Urban New Service — Leading African-American News Source in Under a Year Read More »

Six factors for a memorable brand

“Make your brand memorable!” Brand experts earnestly offer this vague advice at every turn. But what is a memorable brand? How can you tell if your brand is or will be memorable? You can’t spot memorability simply by looking at your brand elements. I’ve worked on many naming and design projects where perfectly good brand …

Six factors for a memorable brand Read More »

Chipotle Brand Failure: Saying All the Right Words, but Not Doing All the Right Things

The Chipotle brand failure brand gives new meaning to a brand backfire with 30 more people reported sick in Boston today. It turns out, the “food with integrity” branding idea looks better in the advertising than it does in reality. “Aspirational branding” is a ticking time bomb Building a brand about what you want to …

Chipotle Brand Failure: Saying All the Right Words, but Not Doing All the Right Things Read More »

Brand Architecture Structure Choices

What is the right brand architecture structure for your company? How to structure your brand portfolio depends on company culture, markets and customers, and goals. Single Unitary Brand Architecture Structure One brand creates a single powerful image, sometimes with a descriptor. Marketing is more efficient. With one brand front and center, cross selling and cooperation …

Brand Architecture Structure Choices Read More »

Brand Architecture Problems: Strategic Structuring Brand Portfolios

Brand architecture is not a set-it-and-forget-it proposition. As your business changes, the brand architecture worked in the past may become a hindrance. Companies facing issues like the ones below often find they have a brand architecture problem. Brand Architecture Problems: Your corporate brand’s meaning and role is vague and confused. Who is the audience for …

Brand Architecture Problems: Strategic Structuring Brand Portfolios Read More »