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Could Pabst Be Too Cool?
Pabst Blue Ribbon ("PBR") is a 100 year old+ beer brand and one of 25 labels just bought by an investor renowned for his ability to make old brands profitable again. I want to give him the benefit of...
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The Joy Luck Club Method to Brand Strategy
I’ve finally gotten around to reading “The Opposite of Fate: A Book of Musings,” a book released quite a while ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen...
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Why Not Operationalize Brands? Part 2
In a postearlier this week, I started to address why some companies don’t operationalize their brands. I suggested that there are 3 kinds of business leaders who fail to leverage the full potential of...
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Museums: The Past As Prologue
Chicago's Museum of Science+Industry (“MSI") is running a contest to pick somebody who'll literally live inside the place for a month later this year, in hopes that the winner will help promote it to...
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Creating Loyal and Motivated Customers through Brand and Design Strategy
Customer retention comes down to one simple thing: Having a good reason to stick around. In this presentation for the banking / finance industry I argue how brand and design strategy is not only...
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Innovation Strategy as Brand Strategy
Brand strategy is changing: From creating a unique story around a generic experience to designing a unique experience that tells its own story.In a recent panel featuring four of Norway’s most...
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Marmite vs Oxo: A Tale of Two Brands
Why do some brands make it into your basket while others stay on the shelf? What makes us want to buy one and not the other? Is it solely their inherent quality or is there something else at stake? A...
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Great Brands Start Inside
Yay! It’s finally here! The official launch of my book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass).The book introduces a different way...
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Mercedes Is Driving Dangerously, Chasing Customers
“Brazen.” “Provocative.” “Exuberant.” What automotive brand comes to mind when you hear those words? BMW? Audi? Maybe even Porsche? Certainly not Mercedes – and yet, that’s exactly how New York Times...
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Why Red Bull Loves Its Haters
When Dietrich Mateschitz launched Red Bull in 1987, he wanted the brand to be perceived as an ultra-premium drink so he made it the most expensive carbonated drink around at $2 a can.He also wanted the...
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Ban These Five Words from Your Brand Strategy
As I help companies define or re-define their brand strategies, we articulate the core values and attributes of their brands. We distill from all the things that could be said about their brands the...
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Radio Shack Should've Gone DIY
So, it looks like Radio Shack filed for bankruptcy, which had been expected for some time now. It's a shame to see a company that's been around for so long close after almost 100 years, but they sadly...
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Why Red Bull Loves Its Haters
When Dietrich Mateschitz launched Red Bull in 1987, he wanted the brand to be perceived as an ultra-premium drink so he made it the most expensive carbonated drink around at $2 a can.He also wanted the...
View ArticleClik here to view.
Ban These Five Words from Your Brand Strategy
As I help companies define or re-define their brand strategies, we articulate the core values and attributes of their brands. We distill from all the things that could be said about their brands the...
View ArticleClik here to view.
Radio Shack Should've Gone DIY
So, it looks like Radio Shack filed for bankruptcy, which had been expected for some time now. It's a shame to see a company that's been around for so long close after almost 100 years, but they sadly...
View ArticleClik here to view.
Scale-up your brand — determine your key brand differentiators
Differentiation may quite possibly be the top priority in brand development. In today’s competitive business environment, simply being better than other brands no longer creates a sustainable...
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9 different types of brands
Here’s a hypothesis: There are essentially nine different types of brands and you can jumpstart the development of your brand strategy by identifying the one that’s right for you.I’ve developed this...
View ArticleHow to identify key brand differentiators for your brand strategy
By now, it should be obvious how important it is to clearly differentiate your brand. But I still get questions about how to identify key brand differentiators — or how to prioritize them, clarify...
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Storytelling Isn’t Enough
Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content. It makes sense — people are emotional...
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Stop the Stunt Marketing
When will marketers learn that eyeballs aren’t worth more than integrity?! Brand managers and advertising agencies continue to run irresponsible ads and do outrageous acts in an effort to draw...
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