22 May
Brands are not tissue paper. They require purpose and a commitment to longevity.
11 Apr
Music isn’t the only industry to enjoy “deep cuts.” Brands can be evaluated by consumers using surface and deep cues, and the difference might offer clues on the best way to structure your brand architecture.
21 Feb
Brand marketers often fall prey to a massively faulty assumption. They assume that consumers are rational. But consumers don’t really behave that way. The irrational consumer is more than a hypothesis. It’s a well-researched reality.
14 Feb
Is a brand built on a position or is it built on a promise? Promise has become the word of choice in recent years. But I might suggest that the two words have different meanings, and should be applied at different times.
02 Jan
Just when I thought customer service was dead — when I lament how brand after brand gets it dead wrong — a candidate comes along that surprises and delights and restores my faith in brand experience.
A friend turned me on to a great story on Studio 360 about signage for the Yucca Mountain nuclear waste storage site. Here’s the dilemma: how do you design a symbol that will instantly communicate ‘danger’ to future generations? Think about it. Nuclear waste remains dangerous for thousands of years. The site needs signs that [...]
This is from a presentation I gave earlier in the week to a large technology company. It’s a mix of legacy content from Legendary Brands and new content from my upcoming book, Brandlore.
On the Subject of Brand Narrative
View SlideShare presentation or Upload your own. (tags: culture symbolism)
At their best, brands tell stories. Sometimes it is overt, such as when they advertise, and sometimes it is subtle, such as when they cue a story already in your head with a brand interaction. Because stories are fundamental to the richness of our experiences, it’s no wonder that brand managers talk a lot about [...]
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 [...]
Tag: brands