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 [...]
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.
Good taste aside, I recently watched the movie Mall Cop. Amidst the various shenanigans and slapstick humor, I couldn’t help but chuckle whenever the protagonist cruised around on his mall police car equivalent– the Segway Personal Transporter. Though the Segway has been relinquished to the status of a comedy punch line, its history holds important [...]
Ever thought about a fresh look? Nothing too drastic, maybe just some tightening here and there. A modest face lift of sorts, just to stay looking young and relevant. No one wants to be old, let alone look old. What about plastic surgery for your brand? Just a few changes to update your look, to [...]
Image by Getty Images via Daylife
Millions of dollars are spent each year on creative advertising and research in attempts to get into the minds of consumers, and translate awareness into preference and brand profitability. And for a lot of the companies the investments pay off. But, imagine not having to spend that much money, or [...]
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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