As I think about the most important things that can be said about brand management, the following come to mind: • Brands deliver the following key benefits to organizations: - Increased revenues and market share - Decreased price sensitivity (or...
HereÂ’s the real question: could a climbing crime rate and the rise of the iPod be related? Has the iPod's design increased its likelihood of theft, and if so, what role could Apple's designers play in developing solutions?
Well-known brands activate positive emotional responses in our brains. -- Researchers used functional magnetic resonance imaging (fMRI) to study areas of the brain affected by visual stimuli associated with strong and weak brands. -- "Brain branding
Happy new year! Lets start out double-ought-eight with a few nuggets of important news. As is their annual routine, the TDC extended the deadline of their annual type design competition to January 4 January 11....
“It takes a big idea to attract the attention of consumers and get them to buy your product,†wrote Ogilvy. “Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more...
This essay, a rememberance of Paul Rand, is taken from Michael Kroeger's book, Paul Rand: Conversations with Students, which will be published on January 3 by Princeton Architectural Press.
So that was 2007. As usual, there were a host of marketing mistakes and a few moments of genius. Let's celebrate the latter first, as they are rare gems. My first pick is AG Lafley, chief executive of Procter &...
The Absolut Vodka bottle has become something of a modern icon. It's origins are found in a breakthrough that came when a bottle was finally chosen. Like many breakthroughs it came purely by chance and in retrospect seems almost too...
Christmas is a brand hand-crafted by and for the people. It is a diverse stew of traditions... many of which are thousands of years old... while others surprisingly quite contemporary. Did you know there are a slew of Christmas traditions...
Ah, the end of year post. What to do, lah? Wax lyrical about the past? Or, make promises about the future? After the time we’ve had in 2007 (three deaths, multiple hospitals stays, etc), I’ll go with the safe bet. The past. No
There it was: "THOUGHTS"! How could I not have seen it before? I was sitting at the dining room table in my auntÂ’s house in Massachusetts when I looked up and noticed this needlepoint sampler for the first time....
“A great story is never fully predictable through foresight - but it’s projectable through hindsight.†- Peter Guber Late Saturday afternoon in December. Cleveland airport. D Concourse. One hour and ten minutes between flights. Hungry. Thirsty. Tire
The simple bottom line in marketing is that a brand that's many things can't be one thing. No one category has ignored this all but immutable law as religiously as the beer business. Consider Miller beer. What started out in...
What are the most powerful marketing words in the English language? Since the early 60's researches in advertising and academia have presented various findings. All agree the power lies in ten to twelve words. Here are the results chronologically: 1
Not too long ago I read an article about Procter & Gamble's attempt to "stake out the emotional high ground" for their Tide detergent. Trying to establish an emotional connection with customers is showing up more and more in agency...
It is exciting times for NFL fans, especially if you are like me - a New England Patriots fan. Now 13-0 the Patriots are well into their pursuit of a perfect season. It is exciting times for advertisers as well...
Thou shalt not disfigure the font. Thou shalt not steal the concept. Thou CAN be inspired by the concept, but thou had better change it so that people don’t call you a poser. Thou shalt not use comic sans. Thou shalt not cut cor