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...
by admin | May 23, 2011 | Blog, Brands in the news
5/23/11 Liberty Media’s recent offer to acquire Barnes & Noble is an intriguing one. Liberty is a new-age media conglomerate with interests in QVC, Sirius XM Radio and premium cable network Starz. B&N operates more than 700 bookstores and 623 college outlets...
by admin | May 3, 2011 | Blog, Brands and social media
5/03/2011 Whereas once brand owners were rushing blindly and unquestioningly into all things social media, it seems that a more intelligent, brand-responsible approach is emerging. Buried at the end of a recent AdAge article on brand mascots on Twitter, this is one...
by admin | May 1, 2011 | Blog, Brands and social media
There’s a question that vexed CMOs for a while: how can we build our brand with social media? Many of those CMOs have now realized the sometimes unwelcome answer. We can’t. That’s right, brands can’t be built through social media. Sure, social media can be leveraged...
