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It’s tough staying iconic

by admin | Oct 29, 2014 | Blog, Brand identity, Brand meaning, Brands in culture, Brands in the news

Many iconic brands have fallen by the wayside down the years, for a number of reasons. Kodak and Levi’s are but two that come to mind. Two more quintessential American brands are finding it’s often harder to stay iconic than to become so. Of course,...

Chrysler keeps its swagger

by admin | Jun 9, 2014 | Blog, Brand communication, Brand identity, Brands in the news

It was always going to be difficult to follow up on the “Imported from Detroit” campaign, a campaign which had a built-in shelf life. The new work at least retains many elements from IFD, including the voice over of the excellently cast Detroit native...

by admin | May 28, 2014 | Blog, Brand identity, Brand meaning, Brands and social media, Brands in culture

An article of mine on brand meaning in today’s La Vanguardia of Barcelona, following my recent engagement there. “Si alguien sabe de eso, ese es Mark Batey, quien vinĂ³ a Barcelona para impartir una Masterclass en el Postgrado en Brand Meaning Management...

The Definitive Book of Branding

by admin | May 19, 2014 | Blog, Brand communication, Brand identity, Brand meaning, Brands and social media, Brands in culture, Categories

Available for pre-order. The Definitive Book of Branding is an edited  book with contributions from brand practitioners/authors like Al Ries, JN Kapferer and Kevin Roberts. Ries opens on positioning, and my chapter – on the creation of meaningful brands –...

Old Spice struggling with new ideas

by admin | Jan 23, 2014 | Blog, Brand communication, Brand identity, Brand meaning, Brands and social media, Brands in the news

Remember when the “Man your man could smell like” campaign came out for Old Spice? It was often compared with Dos Equis’ “Most interesting man in the world” campaign. As I posted at the time, there is no comparison. Sure, there may be...

El Significado de la Marca

by admin | Apr 8, 2013 | Brand communication, Brand identity, Brand meaning, Brands in culture

    Ahora disponible en Kindle de Amazon  
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