As consumer pressure for corporate responsibility rises, many companies are scrambling to find their cause. (more…)
Posts Tagged ‘brand’
The Battle for LeBron
Tuesday, July 6th, 2010
This summer, the most interesting positioning fight isn’t between old rivals like Coke vs. Pepsi, or even new competitors like iPhone vs. Droid. Instead, our attention is riveted by the multi-sided positioning brawl between NBA teams desperate to win the right to lavish millions on free agent superstar LeBron James. (more…)
Design in the Wild!
Monday, June 28th, 2010Our new Campbell’s Soup designs for both can labels and maximizer rack have made it to the shelves. Here are a few shots by rogue snapper and Senior Designer, Carl Gerhards.
mmm mmm design goodness.
Friday, June 25th, 2010
For many brands, the effort of achieving “momentum” can prove the biggest and most elusive hurdle to successful growth. For those lucky few that achieve it, the challenge of maintaining it is equally demanding. (more…)
Elevating the Thinking on Difference
Thursday, June 10th, 2010
I am not usually asked to review books and I wasn’t this time either!! But I spotted Professor Youngme Moon’s new book entitled “Different – Escaping the Competitive Herd” at an airport bookstand and the minute I saw it and held it in my hand, I knew it was going to be a good reading experience. (more…)
BP- A Brand at a Crossroads
Thursday, May 20th, 2010
Several weeks after the dreadful oil spill in the Gulf, the situation is still unresolved and as each day goes by, the fall-out from the incident is becoming more and more widespread. As the claims and counter-claims intensify, the BP brand itself is under attack and in a much more virulent way that we saw from the recent Toyota crisis. And while we know from history that brands in crises can be incredibly resilient, it does seem to me that the BP brand is fighting for its very life. (more…)
Puma’s New Paw Print
Monday, May 17th, 2010Occasionally we just have to highlight truly innovative brands. Puma is doing exactly what it takes to stay competitive, maintain its mission and stay top of mind.
United… By Committee
Thursday, May 13th, 2010As I have said before on this blog, I do always try to be constructive when writing about brands. But as an experienced marketer, I also know that it’s easier to be destructive rather than constructive when one is critiquing events. Which is why I held back from commenting about the recent United/Continental marriage. However, a week has passed by and I still don’t have many good feelings about the brand component of this deal but lest I become obsolete, it’s time to put the finger to the keyboard with a few thoughts.
Brand Communication is Changing Shape
Friday, April 16th, 2010
Brands – From Really Smart to Not So Smart
Friday, April 9th, 2010It’s been a busy, busy week in the brand world. And what has been remarkable about this particular week is that we’ve witnessed inspiring examples of brands at their best as well as embarrassing examples of brands at their worst. Let’s start on an upbeat note with Apple and the iPad.
