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Brand architecture is more than integral piece of your company’s brand strategy—it directly addresses your company’s business strategy. Brand architecture is organizing structure that specifies the type, number, relationship and purpose of brands within your brand portfolio. Critical Strategic Questions How does my company brand relate to my product brands? How do they relate to …
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 »
I am honored to have helped marketing guru Philip Kotler and international marketing expert Milton Kotler set up their new Web site: www.KotlerOnGrowth.com. The Web site offers their topical and timely thinking on headline issues and promotes their new book just out from Wiley, NY: Market Your Way to Growth: 8 Ways to Win. Starting …
Download Chapter One from Philip Kotler and Milton Kotler’s New Book Read More »
Buyer of distressed brands Apollo Management Group has cheered the hearts of Twinkie lovers everywhere with its$410 million purchase of the snack food favorite. Big Twinkie brand relaunch plans have been made, including having Dennis Rodman bring several cases of Twinkies to North Korea’s Kim Jong-un, to offering giant Wonder Bread size promotional sizes, to …
Chinese companies made headlines a few years back with lead tainted toys and pet food that sickened cats and dogs. Now a US company is coming under fire in China. KFC is alleged to use excessive growth hormones and antibiotics in their chicken–creating a potential branding problem. This insightful article by Chinese branding expert Milton …
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 »
Please visit Forbes.com for our article on the demise of the Al Qaeda brand following last week’s drone attack on Al Qaeda’s most visible marketing executive and Inspire magazine publisher/editor. UPDATE: Found on Jihad Jihad Watch. Seems bin Laden himself was worried about his brand. In documents recovered by the SEALs, he wrote that he …
On Forbes.com Today: The Al Qaeda Brand Died Last Week Read More »
In the latest chapter of the Apple vs Samsung Battle, the ruling that Samsung stole Apple’s technology could devastate the Samsung brand–but it may prove just as destructive to the Apple brand. Already media wags have been calling the Android phone leader “Samesung.” But Apple could be starting down the path brand ruin. Today Apple …
Samsung vs Apple: Apple’s “Win” Could Hurt Its Brand More than Samsung’s Read More »
Nokia’s brand problem is outlined in an insightful article today on Bloomberg. The Nokia brand has been so thoroughly buried by competitors that stores no longer mention it, much less carry the product. Smart phone buyers consider an Android phone vs. an iPhone. Nokia missed the smart phone revolution and compounded the mistake by playing …
At a fund raiser yesterday, President Obama disparaged his opposition by saying: ” “you can pretty much put their campaign on, on a tweet and have some characters to spare.” Obama’s comment shows how far the brilliant marketer of 2008 has fallen off his game. Obama has forgotten what it takes to make a winning …