by admin | May 10, 2012 | Blog, Brands in the news
As this article in AdAge makes abundantly clear, Pepsi is in a mess. Before looking in more detail at the new Pepsi campaign, it should be noted how, as ever, The Humpty Dumpty, clear-as-mud nature of “positioning” makes this article almost laughable, as the word is...
by admin | Apr 10, 2012 | Blog, Brand meaning
MSN Money occasionally features articles like this one on iconic brands that disappeared. My own “cultural memory” in the US only extends over a decade or so, so it’s difficult to uate some of these brands. Even so, I’d say only one of them...
by admin | Nov 3, 2011 | Blog, Brand communication, Brand meaning
From the moment I first saw Heineken’s “The entrance” ad it struck me as a poor attempt to pull off a “Most interesting man in the world” (the long-running Dos Equis campaign). I have to admit that the Dos Equis campaign is one of my favorites of recent years. In fact...
by admin | Oct 11, 2011 | Blog, Brands in culture
The untimely passing of Steve Jobs gives rise to a tantalizing question: how will this affect the Apple brand? Though comparisons with Thomas Edison, the Wright brothers and Henry Ford may be somewhat exaggerated, there is no doubt that Jobs was a visionary genius...
by admin | Jun 27, 2011 | Blog, Brand meaning
A report by The Futures Company called “The future of global brands” caught my eye recently. It recasts the history of global brand building as four “generations”: from the basic “Export model” to today’s prent “Glocalization model.” It then identifies what it claims...
