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.
Brand values: Every company has (or should have) them. What does your company stand for? Have you taken time for brand cascading to make sure the whole company understands brand values and knows how to “live” them? What happens when brands lose sight of their values?
Over the course of a few short months, we have …
From online marketing to research, and everything in between, social media channels are changing the way everyone communicates. During her recent debut on Saturday Night Live, Betty White quipped that Facebook was a giant waste of time. The comment got a lot of applause, since Betty’s SNL appearance was actually spurred by a fan’s Facebook …
As branding strategists, it’s sometimes our job to make the unpleasant more palatable with creative advertising, marketing, and brand strategy. Some of the most mundane terms we hear every day are really nothing more unpleasant ideas, masked with marketing or branding euphemisms. “Erectile dysfunction” is really “impotence”, “The Peacekeeper” actually is the “MX-missile” and “previously …
How can a brand like Goldman Sachs, seemingly damaged beyond repair after recent news, ever recover? I believe the answer lies in brand strategy.
There’s no shortage of coverage these days on Goldman Sachs and its Abacus CDO/CDS guaranteed double-dipping deal. Top management must be feeling like they’ve been thrown in a blender, spinning as they …
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.
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