November 2010

  • Trust and Security: A Brand’s Most Esteemed Values

    Trust means a lot. To trust something or someone is to honor an institution or individual with your good regard. To enjoy the trust of others is to enjoy a compliment to your reputation. Trust is vital to community cohesion and is a quality that never diminishes in importance. Our individual and collective senses of […]

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  • Negative Product Placement

    If you’re one of many moviegoers to have seen “Pearl Harbor” recently, you’ll probably recall a scene that includes a Coke bottle. However, this scene doesn’t place the iconographic bottle in a positive promotional context. It locates it in the historical context: the staff at the hospital at Pearl Harbor using Coke bottles as blood […]

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  • A Brand Health Check, Part 1

    As more and more media players surface, fewer and fewer consumer dollars are available to share among them. The result? Marketers make branding compromises in a desperate attempt to hit revenue targets. It’s wise at such times to recall the well-worn cliche and ask yourself: “Am I not seeing the forest for the trees?” It […]

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