South African marketers and consumers can rest assured that their country’s rich branding history has been researched, documented, condensed and safely kept in the ‘Brand Museum’ of branding, advertising and packaging – to serve as ‘an instruction manual’ and a ‘book of wisdom’ of brands and branding, and to be revisited by present and future [...]
Who or what is your brand? Could you describe it to a six year old? What makes your brand great? What do you tell people first? Who are your target buyers? Who are your targets for marketing? Are they the same people? Are you sure? What “mental real estate” are you able to own/rent/lease in [...]
At a birthday party last night my friend Phil, asked if I had heard of Haiku (Japanese poetry) storytelling. I hadn’t but it sounded really interesting. It’s a poem or story told in 17 syllables broken up in to 3 lines (in English) or groups of 5, 7 and 5 syllables. There are lots of rules to this effective writing skill, the basics are [...]
Crumpleitup is Humana’s consumer innovation team, a group within the company dedicated to building a healthier world with innovative thinking. As they say on their About Us page, we realize it’s not always easy to eat right and exercise regularly. So, we’re putting our heads together to come up with creative ways to help people [...]
I am driving a dreary, abused little rental car today. And my lawn is deep enough to conceal ocelots. In the last couple of weeks, I’ve been disappointed by a couple of very famous brands in which I’d invested both faith and cash. And I’m not just whining, here, about a lousy customer service experience [...]
Every impression of your visual brand has value. Viewing it with consistency builds memorablity and brand recognition allowing you to get the most value from your advertising and promotional dollars. How is this done? Guidelines for visual styles can be developed. Essentially, these are the rules for ”here is what you can and cannot do [...]
Do you need to review your branding strategy and prune it or remove some of the tasks that you have been implementing to brand your business? Are there things that are no longer working that need to either be adjusted or deleted? Regardless of what you need to do to prune, make sure that you [...]
In the last 20 years, Procter & Gamble, the world’s most magnificent marketing machine, has launched many magnificent brands. They include: Vicks, Oil of Olay, Pantene, Cover Girl, Noxzema, Clarion, Old Spice, Max Factor, Giorgio, Baby Fresh, Tampax, Iams, Spinbrush, Clairol, Wella and Glide. Wait a minute, you might be thinking. Didn’t P&G buy Glide [...]
Unless you had head in a cloud of opium smoke the last couple of days, you must know that Obama won the Nobel Peace Prize. Now you may be pro the decision to bestow the honour that Mahatma Gandhi was nominated five times for but never won, to a guy who is fighting two wars [...]
Why did Delta, Northwest, US Airways and United Airlines go bankrupt? Why were C2 and Pepsi Edge such notable failures? One answer might be “divergence.” Over time, every category breaks up into multiple categories, creating chaos for companies that try to keep their brands in the mainstream of the market.Charles Darwin Divergence is the least [...]
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