• Branding

    The Perfect Brand Slogan

    by  • May 23, 2011 • Branding, Marketing

    Most folks in the branding game will judge a proposed slogan or tag line by a defined set of objectives. In my day, I started with strategy. If a slogan did not communicate the brand’s strategic intent, it was a non-starter. But the assessment didn’t end with strategy. Also important: clever creative, brand image consistency, and the ability of the slogan to weather the cruel test of time. Ironically, a great slogan’s constraint to longevity can be the boredom of the marketer. Marketers like change, but often they make change for change’s sake.

    Read more →

    Good Brands Gone Bad

    by  • March 21, 2011 • Branding, Leadership, Marketing

    Call it a hiccup or a long-term slump; every brand faces a crisis. The enemy can be a direct competitor (Myspace trumped by Facebook), a sudden shift in consumer habits (The Beatles impact on Brylcreem), a product recall (Toyota Gas Pedals), an executive’s misbehavior (Dennis Kozlowski of Tyco jailed) or the mishandling of a disaster (BP‘s oil spill). Whether self-created or a swipe from the blind side, crisis recovery can be elusive.
    Read more →

    Best in ‘Positioning’ Durabilty: Five Unlikely Brands

    by  • March 1, 2011 • Branding, Marketing

    If I asked you to name the five most distinctive brand icons of all time, where would you begin? Well, you’ve likely already begun. The question can’t help but conjure several images in your mind. Many of you will visualize white lettering on a shiny-red circle, a single swoosh or two yellow arches. Brands, to most of us are consumable goods and services marketed by big business. With all that marketing muscle, is it any wonder when we think of brands we think in a commercial context? Yet, so many of these famous brand names are young, many conceived within our lifetimes.
    Read more →

    Branding the Aspiring Novelist

    by  • February 10, 2011 • Branding, Marketing, Writing

    Personal branding isn’t new; Fast Company made Tom Peters article a lead story more than ten years ago. Today, ‘the branding of you’ is helping people meet their personal goals. Yet, many shy away from personal branding. Why? Is it because they are afraid of appearing ego centric? More likely, they haven’t a clue how to brand themselves. Maybe I can help.
    Read more →

    Brand Surgery – excerpts from my Marketing Magazine article

    by  • February 5, 2011 • Branding, Leadership, Marketing, Strategy

    When I was a young product manager back in the ’70s, the only people I could talk to about brands were my colleagues in the marketing department and the advertising agency. Now my accountant, my lawyer, my portfolio manager and even my neighbour talk to me about brands. It’s a subject that I’ve never tired of, but I must admit to some frustration in seeing how brands have been managed over the years. Ostensibly, consumer brands are resurrecting their past luster, but in my view their health remains tenuous.
    Read more →