I was recently catching up on some reading and came across an article in Fast Company that made the assertion that: “major consumer brands still have a lot to learn as social tools continue to proliferate.” The author shared some data comparing Starbucks and Dunkin’ Donuts in terms of the percentage of people who hear positive things about the brands and percentage of people who would never recommend the brands. Here’s how it shakes out: Continue reading “Be Careful How You Read Those Numbers!”
Category: Brand Management
Progressive – an Ad Campaign That Works!
OK – so I’ve blasted the E*Trade babies because, although attention-generating, they don’t seem to be achieving results. But here’s an example of a campaign that is clever, memorable – and working! Continue reading “Progressive – an Ad Campaign That Works!”
It Pays to Proofread. Even if You’re a Scammer.
Even those trying to scam people could benefit from a good writer/editor. Check out this email that showed up in my mailbox this morning. It’s reeking with credibility – NOT! Continue reading “It Pays to Proofread. Even if You’re a Scammer.”
Can Your Brand Be *Too* Well-Recognized? Apparently Yes!
An article in the November issue of Entrepreneur raises an interesting perspective on the proliferation of big brands and whether having a big brand can, in some cases, be a negative.
Apparently, Starbucks – arguably a big, big, brand – is going incognito in some markets. It’s opening up neighborhood coffee shops Continue reading “Can Your Brand Be *Too* Well-Recognized? Apparently Yes!”
Bzzzzz – Wrinkle free – free!
This morning as I was applying my L’Oreal Revitalift which I received in the mail free (more about this later) I was struck by the brilliant use of word-of-mouth (WOM) marketing that the company I got it from has capitalized on.
I’m a BzzAgent. BzzAgents Continue reading “Bzzzzz – Wrinkle free – free!”
Banished brand – “Wisconsin, Live Like You Mean It”…or maybe you don’t…
Wow! The state of Wisconsin – the state where I was born and still live – spent $57,000 recently to develop a slogan and logo to promote state tourism. And now they’ve trashed it. Why? Who knows. But my guess would be that Continue reading “Banished brand – “Wisconsin, Live Like You Mean It”…or maybe you don’t…”
Travelers’ Branding Campaign Works
Travelers’ well-known logo – a red umbrella – remains a key element of its new branding campaign which launched last year. I first learned of the campaign recently when friends told me about some wonderful commercials with a dog that was intent on protecting its bone from real and imagined risks. The message: Continue reading “Travelers’ Branding Campaign Works”
Think Carefully About Suboptimizing Your Brand!
One of the keys to establishing a strong and meaningful brand is consistency. A surefire way to become inconsistent is by “suboptimizing” your brand by focusing on the parts, rather than the whole. Or, in other words, by having a tough time deciding “who you want to be.” Continue reading “Think Carefully About Suboptimizing Your Brand!”