January 2010

  • The Red Cross: First Aid for the Swiss National Brand?

    Some months ago, I wrote about the brand value of national reputation. Nations can be brands themselves, and the value set attached to these concepts can be used by brand builders. A key example was Switzerland. Let’s rethink the Swiss brand in light of recent events. In the U.S., first it was Pan Am, now […]

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  • Optimize Your Branding Touch Points

    Five years ago, you were likely to be asked, “What’s your Internet strategy?” Today’s question is, “What’s your channel strategy?” If within 30 seconds you can summon up a reasonably sound answer to this question, forget about reading the remainder of this article. If you can’t, reading on might be worth the effort. One of […]

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  • Superbrands Face a Superchallenge

    Over the past five years we’ve witnessed the birth of an unsurpassed number of brands. Not surprisingly, most of these have been born online and christened with a “.com” suffix. And most of these have been sources of amazement to me. Dot-coms have launched some really innovative products that reflect new ways of thinking, and […]

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