Brand Positioning Strategies
How important are brand positioning strategies? Creative communications are at their best when different branding strategies do not exist simultaneously and a cohesive strategy has been established.
Archived entries for brand strategy
The Branding Importance of Private Labels
With the economic situation now and for the foreseeable future looking bleak, it perhaps comes as no surprise that retailers are considering the branding importance of their private label brands.
Mind the Gap…Really
The infamous Gap logo debacle… In case you haven’t heard, here’s a synopsis: Gap revealed a new logo, proudly displaying Helvetica Bold in all it’s glory… only to revert to the original logo after a week. Why? How? What now?
Of course there was uproarious protest from the design community, and overall confusion. Helvetica supporters and …
Goldman Sachs Brand Reputation Depends on Their Business Model
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 …
Toyota: The Risk of a One-Dimensional Brand Image
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 …
Brand Strategy: Can Lady Gaga save Polaroid?
Polaroid, a brand that’s been around since 1937, has come to stand for cameras that produce instant prints. In 2008, it announced it would stop producing film for those few who still owned and used Polaroid cameras. But wait! The new owners of Polaroid have now inked a deal with Lady Gaga who will now serve as Creative Director/spokesperson for the brand.