We all know that anyone who comes up with their own nickname, and then asserts ‘My friends call me (fill in the blank)’ is decidedly un-cool, and probably desperate for acceptance. I guess Radio “The” Shack missed the memo. Just a case of well-meant corporate branding strategies gone horribly awry.
In an attempt to expand their …
I’m fascinated by the conversation and controversy surrounding the Ikea typeface change, ie; “Verdanagate” as BrandNew has called it. The furniture company had been using their bespoke face “Ikea Sans” (a tweaked version of Futura) in their catalogs, but recently switched to Verdana; a Microsoft (a curse word amongst the creative set) face designed for …
When it comes to maintaining brand profitability, in-depth market research and insight mining are indispensable. Even the savviest market-researchers face the inevitable question – Is this respondent really giving us an accurate account of what transpired? Whether due to fuzzy-memory, nervousness, brand bias, omission, or other unintentional/deliberate factors, research respondents often cannot fully articulate reality …
The two largest players in the medical reprocessing field merged, and needed to establish new brand perceptions based on the combined equity of both companies.
At the time Viagra was the only brand of its kind in the market, sales were declining after rapid initial growth. The client team was quite uncertain about the future of the brand. There was considerable negative press about Viagra. Additionally, it was not unusual to hear late night talk show hosts joke about the …
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