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 …
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 …
Marketers take note – the Chevy Volt Dance is a bad viral video. The Chevy Volt is potentially GM’s most important new vehicle. But one of their largest social media efforts so far is an ill-conceived dance routine paired with a terrible jingle? GM needs to revisit their creative advertising efforts for the Volt if this …
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 …
Let’s talk about shopping. With the Holiday gift season bearing down on us, it’s time to start the conversation. Have you made your list? Do you have a budget or a plan?
For me, planning is key, and this year I’ve devised a genius new strategy. Coupons. They dictate what’s on the list, and what’s off. …
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