January 2011

  • Can Coke Put the Fizz Back in Its Brand?

    Over the past two weeks, I’ve discussed how superbrands appear to have lost their claim to that prefix and how they have relaxed back into the complacent comfort of being merely traditional brands. The old brand giants seem to have lost the innovative edge, quashed any burgeoning flexibility with the bureaucratic process, and succumbed to […]

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  • Full 360-Degree Branding

    Over the past years, thousands of companies have been unable to establish a good reputation among their consumer audience. Unfortunately, this has often been the case because these companies failed to achieve synergy between their strategic intentions and the real outcomes the market perceived. Nike provides us with a classic example. During 1999, Nike diluted […]

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  • Branding Without a Brand

    Most marketing professionals still believe that true branding is based on the logo. But they also know that branding is much more than developing a familiar consumer image. I realized a couple of years ago, when one of my colleagues was asked by a major U.S. airline to write a standard announcement to be used […]

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  • Leave No Test Unturned

    Before a television commercial is aired, it undergoes thorough testing to ensure that every second is effective and that the advertiser’s message will be understood by viewers. Testing is not only conducted before commercials go to air; it continues afters ads have hit the screen. “So what?” I hear you protest. “Market testing has been […]

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  • Branding by Communication Channels

    Last week, I caught a taxi in Tokyo. I was going to the city’s domestic airport. But I don’t have any taxi-driver wisdom to pass on to you. Instead, I want to tell you a story about a journey your branding should be taking.The first thing my colleague and I noticed as we slid into […]

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  • Now out in Paperback: Buyology updated and brand new Brand Sense!

    Buyology has been updated with a whole new chapter on today’s economy and its impact on our buying responses. Today, Buyology is every bit the essential read for marketers and consumers, just as it was when first released in 2008. It delivers key insights into what really goes on inside our heads and makes us […]

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