After 31 days of intense competition, millions of Spaniards around the world will have woken up this morning (those who bothered going to sleep, that is) to the madre of all hangovers. Meanwhile, the Oranje nation will be coming to terms with a team that for the third time in its history couldn’t quite make [...]
One of the most important functions of a brand strategist or manager is the identification of trends that impact on their brands and then devising strategies to harness these trends. For much of the past year management consultants at McKinsey & Company have been studying global trends that offer the “richest opportunities for companies to [...]
Our regular updated feature showcasing brands from the most recent Brand & Branding Encyclopedia, launched in October 2009. This weeks featured brands are: Pomgracz Shell Braza Kyocera The Brands & Branding Encyclopedia’s profile section focuses on the stories behind the ongoing development and success of nearly 100 leading brands, providing real-life insights into the tough [...]
What makes a band? It’s a small question, but, in Mike’s Café in Portobello, the feelings it uncorks are anything but small. Ron Tom, the producer and songwriter behind the original lineup of Sugababes, is talking about the part he played in creating the band that, on Monday, releases its latest album. Sweet 7 is [...]
Small businesses everywhere are becoming conscious about how they are perceived among their clients, business partners, and competitors. It was a game previously reserved for the big players with resources to design elaborate plans, to project an image for the business and for the products. Today the field is open for anyone to play and [...]
It’s now recognized that online branding is more than banners ads to raise awareness. As marketers looks for ways to stretch advertising dollars, the web has become mainstream for branding online, but with little information on just how create an Internet branding strategy, this post hopefully provides its readers a place to start for the [...]
Most marketing plans appeal to only two senses: sight and hearing. Why so limited? How come almost all marketing and brand building concentrates on two senses when we know appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience? Several surveys document our olfactory sense [...]
A weekly update featuring selected brands from the most recent Brand & Branding Encyclopedia, launched in October 2009. The Brands & Branding Encyclopedia’s profile section focuses on the stories behind the ongoing development and success of nearly 100 leading brands, providing real-life insights into the tough school of brands and branding. This weeks featured brands [...]
“ON MY first visit to Ghana more than 15 years ago, I was enchanted by the carved wooden people found all over Accra’s markets” writes Dianna Games. “There were roomfuls of brightly painted soldiers, white colonials, bureaucrats, waiters, nurses and myriad other icons of human beings produced by west African craftsmen. Over the years, these [...]
The latest print ad from Porsche for their new Cayenne SUV comes across very much like a public communication of their brand strategy for the automobile, namely “Omit the excess. Recognise the essentials. Retain the authentic.” Those three sentences would serve well as a brand stratline, a term we use at Sagacite to describe a [...]
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