Website http://www.linkedin.com/in/frankschab
A brand builder who takes an unconventional approach to branding, Frank has helped dozens of clients optimize the value of their brands through insightful analysis and effective strategy. Frank served as a Managing Partner at Interbrand New York and VP of Global Brand Research at Opinion Research Corporation before co-founding Six Degrees. He has also held positions in General Motors and Pfizer. Frank has worked on the branding of products, services, companies and even a sovereign nation. His experience includes domestic, international, and global brand assignments such as identity, positioning, architecture, and brand cascading. Frank has a Ph.D. in psychology from Yale University and has conducted marketing and branding work in well over a dozen countries on four continents.
Mired in a messy second and massive worldwide recall and facing a significant loss in sales, Toyota is losing significant brand reputation. This should be a time at Toyota for a critical re-evaluation of their brand strategy and a time to not only restore their image for quality and reliability, but also expand their brand [...]
What kinds of companies are up to seven times more likely to come out of a recession stronger and more profitable? Companies that strengthen their brands during the downturn, according to the Harvard Business Review. It’s not hard to see why this should be so, if you think about branding as an investment rather than a cost. After all, “buy low, sell high” is perhaps THE central axiom of investing.
Luxury brands are becoming affordable to an increasingly large group of people, as the economies of countries like China and Russia create many more wealthy and affluent people. Even in the USA, the number of millionaires has increased dramatically in recent years. What does this influx of nouveau riche do to the traditional luxury market? [...]
As recently as a few months ago, if you had introduced yourself as being from Lehman Brothers, you would have been wrapped in the mantle of one of the most storied financial brands in the world. The brand’s halo would have automatically bestowed upon you attributes of investment savvy, Wall Street pedigree and no shortage [...]
I recently asked my linkedIn connections to prognosticate about the future of social marketing. Most of those who responded defined “social marketing” in terms of the act of using a social network (e.g., like facebook) to persuade others, rather than the more traditional definition of seeking to affect social change for the greater good. Interestingly, [...]
Brands live in a dynamic, ever-changing environment. Many variables affect the well-being of a brand, including trends, economic cycles, new competitors, changing tastes, lack of innovation, just to mention a few. Brand health needs to be monitored and maintained. But how can you tell whether your brand is deteriorating? A 2007 survey of brand marketers [...]
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