Category: Branding

Why Nostalgia Can Hurt You

Mitt and the GOP lost because they didn't get popular culture.

/ November 11, 2012

Nike and the “continually curious” organization

At it's core, the Nike brand has been about authenticity, particularly to the athletic enthusiast.  By staying tuned to what the core enthusiasts are into--music, slang, dress codes, athletes they admire, etc.--and fully understanding what it means to be immersed in that lifestyle, the brand has been able to grow...

/ October 26, 2007

Interbrand: “All Brands Are Not Created Equal”

Brands which place high importance on managing the economic value of their intangible assets, and primarily their brands, consistently outperform basic economic measures.---Interbrand's 2007 Best Global Brands StudyHat tip to the folks at the ANA for highlighting this and providing a succinct overview of the contents.  You can also go...

/ October 3, 2007

Comics and Brand India

Seems that India will not be satisfied conquering the world of business and technology.  While browsing the racks at my local comic shop, I came across Devi.  Yet another story of--what else?--good versus evil, right?  Yes and no.  What's exciting here is that this is one of the first offerings...

/ July 12, 2006

“What we do in this life echoes in eternity!”

Couldn’t resist the Gladiator quote, but it’s particularly relevant to marketers now that we’re past all of the World Cup frenzy. So, tell me: What was France’s Zidane thinking when he decided to head butt Italy's Materazzi in the sternum?  That this is a valid response to whatever Materazzi said? ...

/ July 10, 2006

Warning, Brand Marketers: Play At Your Own Risk

Today, Stuart Elliott reported in the New York Times: General Mills will let its two principal agencies, Campbell Mithun and Saatchi & Saatchi, determine the media in which ads run and which agencies will create them, in a bottom-up approach. Previously, the approach was top-down as brand managers at General...

/ June 13, 2006

Caught by the Catchy Song? Here’s Why. . .

Futurelab highlights a recent study that attempts to explain what makes a song “catchy”. As one commenter notes, it doesn’t necessarily denote a good or bad song, just one that sticks in your head. Of course, the immediate question is this: How can a marketer more purposefully select songs/sounds that...

/ June 13, 2006