Has the economic downturn affected the strongest brands?
Once brand value has been established, it benefits the brand long term and value doesn’t easily collapse in a tight economy.
Latest Entries
Bridging the Gap Between Strategy and Messaging
Messaging is a critical element in the marketing tool box. Too often, final messaging to customers ends up being not “on strategy” or, worse, far off the strategy. In our experience, the reason for this lies in the gap between strategy and execution.
Intuitive Design (web navigation concepts)
In this post I will attempt to describe some best practices to follow when designing web navigation.
During my weekly dose of reading I stumbled across a very interesting concept involving web navigation. At the moment I happened to be reading “Designing the Moment Web Interface Design Concepts in Action.” The particular passage that caught my [...]
Marketing Insights from Cows
So what wouldn’t you give as marketers to have a brand as unique as an “Oreo cow”? But more importantly, what would you do to ensure its success in the market? We know that being unique is not enough to sustain the life of a brand in our ever changing world…
Brand Positioning in a Competitive Space
PHARMACEUTICAL CASE STUDY
ASSIGNMENT: Insight Mining, Positioning
THERAPEUTIC AREA: Ophthalmology
Critical Business Issue
Client was developing a new product for use in treating patients with declining visual acuity that, without treatment, could result in blindness. The primary competitor was scheduled to launch 12 to 18 months before the client’s product would be on the market. It was imperative that [...]
Good Design: Consumer-Friendly Packaging
A new option on Amazon.com allows consumers to choose how some items are packaged before they are shipped. Genius.
Anyone who’s ever bought anything, from toys to electronics, has experienced “wrap rage” (ie, ‘How the heck are you supposed to open this without slicing off a finger ?!’). Those plastic-coated wire thingies poking out of mysterious, [...]
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