I scoured the web to find some examples, but the campaign is still too new. Check out the new Cinemax rebranding. In the high stakes world of premium cable, Cinemax has finally stepped up to the plate. It’s too early to tell whether or not their programming and scheduling will measure up, but the new [...]
Yesterday, the folks at Baptie & Company invited me to speak on a webinar about branding for business to business companies and the use of web 2.0 technologies. I posted slides from the presentation here. You can also download a full webcast at Baptie & Company.
Making Web 2.0 Work for B2B Brands
View SlideShare presentation or [...]
I’m a big Apple nerd and this post is about the new ‘Genius’ feature in the latest release of iTunes. As I fiddled with it more and more, I decided to scan the web and see what others are saying. The reviews are mostly positive. But a few reviewers discovered the same flaw I accidentally [...]
I spend a fair amount of time coaching clients on how to apply their brand voice. Brand voice is most often associated with a brand’s personality. It guides the tone and style of verbal and visual identity. It’s easiest to understand brand voice when reviewing copy. Sometimes, the way the brand chooses to express itself [...]
Two questions I am most frequently asked about Legendary Brands are: (1) can brand cultures grow around B2B brands, and (2) how does social media play a role in brand culture development. The answer to the first question is yes. The answer to the second requires a bit more explanation. As digital media becomes an [...]
Apple is the darling of brand managers. At least once a week I hear a client ask me how their brand can be more like Apple. I’ve written about the company’s brand narrative extensively. Indeed, Apple is linked to a compelling story that rests in the minds of its faithful consumers. It is a story [...]
The (maybe not so) latent nerd in me still gets fired up about NASA and the space program. These photos of a recent Discovery launch are a great insider’s look at how the orbiter is assembled, prepped and launched.
I’m fascinated by the NASA brand. It has such a rich narrative legacy, and yet in recent [...]
For all those who question the logic of emotional branding campaigns, read this NY Times science article on recent research into the brain’s processing of memories. The study found that single brain cells became highly active when remembering recent experiences — these cells were equally as active when the actual experience occured, suggesting that remembering [...]
Monthly Archives: September 2008