Branding
Beyond Challengers. A cycle of brand types
It's time to evolve our thinking about challenger brands. They are not an end-state, but rather a phase. Success depends on knowing when your challenger days have passed.
Sunday, December 18, 2016
Tag: Strategy
Branding
Dollar Shave Club: Part IV
In my ongoing ode to Dollar Shave Club, I commend them for smart brand extension.
Thursday, June 6, 2013
Branding
Dollar Shave Club: Part III
Dollar Shave Club continues its track record of brand consistency with the launch of Dr. Carver's Shave Butter.
Saturday, May 11, 2013
Benjamin Stäudinger/Flickr
Branding
The Naming Exchange
While the memorability of your brand name matters, there's another facet of naming that matters more.
Tuesday, March 12, 2013
Advertising
In defense of Super Bowl commercials ... when executed well
The death of advertising is a bit premature, especially when considering the category's standard-bearer: the Super Bowl spot.
Monday, February 4, 2013
Branding
What it really means to be a Challenger Brand
Challenger brands are a unique species identified by three essential qualities.
Friday, December 7, 2012
Brand Real
From Mad Men to Brand Real
Mad Men's Don Draper delivered compelling truths to his fictional clients. Today’s business managers need their own reality check.
Friday, July 20, 2012
Branding
Typecasting and Brand Architecture
Human beings are natural categorizers. Brand architecture is how a brand satisfies our need to sort.
Monday, June 18, 2012
Advertising
The Hunt for Real Creativity in Advertising
It has never been more important for advertisers and brands to consider the story they want to tell consumers. The answer is not in the ads.
Monday, May 14, 2012
Branding
Great Brand Experiences Change Behavior
The best brand experiences compel consumers to behave in specific ways.
Wednesday, April 25, 2012
Branding
What Avon Can Learn from Instagram
Avon just hired a new CEO to reverse an ongoing decline in sales. Her best advice might come from some unlikely digital sources.
Tuesday, April 10, 2012
Brand Real
Stuck on You
The real value of a brand isn't how much it is liked by people. It's how much people feel the brand is like them.
Saturday, March 31, 2012