Once in a while, a brand strategy is announced that is so stupid, so antithetical to the principles of brand management, that it takes your breath away. Ladies and gentlemen, I give you the Aston Martin Cygnet. As the picture above reveals, this is a very different kind of Aston Martin. For starters, it’s not [...]
The three steps to building an online brand are: 1. Look good, 2. Get noticed, 3. Build trust. In the long run, only the last one matters. Enron’s logo was just fine, and it got noticed, but on that last count, well… Look Good You need to do many things on the cheap. but there [...]
There are several benefits from employing a corporate branding strategy which a corporation can exploit. First of all, a strong brand including a corporate brand is no less or more than the face of the business strategy hence portraying what the corporation aims at doing and what it wants to be known for in the [...]
The cultural shift being driven by the onset of one of the worst global financial crises in recent history demands that major brands fundamentally reassess their point of view if they want to maintain their leadership positions in the years ahead. This is the key learning emerging from the research undertaken by OgilvyEarth ahead of [...]
This post is in continuation of my previous post on “What is the difference between brand development, brand strategy and branding?” I started writing this article keeping in mind the big boys but later on thought it would be good to write with small business & startups as the focus piece. So i zukishh the [...]
Things are changing at a pill-popping rate in today’s marketplace. Marketing messages are mushrooming (try saying that three times fast) and people’s preferences are changing rapidly, which turns today’s peacock into tomorrow’s feather duster. And that’s really why branding is today’s most powerful business concept. The more brands there are, the less they mean. If [...]
Two Twitter strands intersected for me yesterday, and demonstrated something fundamental about the potentially corrosive nature of value perceptions. One the one hand, you have the launch of Chris Anderson’s new book, Free (which will actually be free in some formats…tho not all ironically…but is it still OK if I ‘borrow’ the £18 hard back?). [...]
We like the reassurance of a familiar face, don’t we? Of course we do. But we also want to be surprised and to laugh. Yes, we want order, but we also want some randomness an adventure. Yes, we love excitement, but we also crave quiet time. Everything that touches our senses especially those things we [...]
Japan conjures up different images to different people. For some, minimalist design, zen gardens and healthy, beautiful food spring to mind first. Others see a highly efficient and productive, though slightly boring picture; process driven quality and a commuter network that very rarely deviates from its schedule. For others, there is the off-beat and even [...]
Somebody asked me few days back that if you remove your logo from all of your marketing pieces will it still be relevant ? When we talk about branding it’s not uncommon for people to mistake their logo as their “branding”. Your logo is only one piece of your branding strategy. Your logo is a [...]
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