Tuesday, March 9th, 2010
I have to believe that the current Toyota brand trauma has resulted in many nervous boardroom discussions in other corporations around the world. I mean, how did one of the most sought-after and respected brands trip so badly and tumble so far. And have we even gotten to the real truth, yet?
But as ever, here’s my point of view. From everything I know about brand building generally and Toyota specifically. I’d put the cause down to an almost psychotic pursuit of becoming the biggest…at the expense of virtually everything else. (more…)
Tags: Acer, Apple, Cadbury, Discovery, Dyson, Gap, IBM, Kraft, Nokia, Starbucks, Strategy, Toyota, VW
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Thursday, November 12th, 2009
The hallmarks of fashion brand American Apparel have always been “Fashionable Basics. Sweatshop Free. Made in the USA.” To this I’d like to add: And Super Fun to Buy.
It is a wonderful thing when a brand stands up against the horrible practices of sweatshops around the world, declaring itself as truly American-made so appropriate labor-laws can be maintained whilst the product is manufactured. But You know and I know that it is American Apparel’s position as the number-one go-to source for apparel layering basics that keeps anyone age 35 or under as loyal to and almost dependent on the brand. American Apparel recognizes the increasing desire for consumers to ‘self-brand’ using apparel as the expression of their own brand. (more…)
Tags: American, apparel, casual-wear, department store, experience, Gap, individuality, positioning, retail, self-brand, shoppers, value, young
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Wednesday, August 19th, 2009
Good news from a brand that has had its fair share of problems over recent years. The current “Born to Fit” premium jeans launch for Gap is certainly arresting…not just for the product and the genuinely integrated nature of the communications campaign but also through the distinctive creative treatment and the celebrity endorsements. (more…)
Tags: brand, Gap, jeans, leader
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