brand management

WHY DO SOME BRANDS GET ALL THE LOVE?

HELLO, LOVER As the purveyors of emotional connection, it’s quizzical as to why so many marketers seem intent on leaving consumers’ hearts on the table. More sign-ups, more followers, more foot traffic, more clicks ... where's the romance? The foreplay? Whether it’s your target audience or one of your most fervent loyalists – consumers [...]

2018-02-16T20:00:57-06:00February 4th, 2018|0 Comments

WE’RE NOT IN KANSAS ANYMORE

THE 10 NEW RULES OF BRAND BUILDING For decades, a single brand monarch ruled the large brand empires, controlling the message, the airwaves, and the channels.  But now, consumers have broken through the gates and are redefining the rules. Today’s brand-building game is played in an open, unpredictable arena where very few rules govern [...]

2018-02-04T12:19:29-06:00January 16th, 2018|0 Comments

THE NEW WAY TO WOW

HAIL TO THE NEW PRODUCT TEAMS! The Corporate Innovators! The magicians who preside over the annual unveiling of the BIG annual news ...  the BIG reveal. The salvation of next year’s business plan. The main event at the annual Sales Meeting. Wait.  Stop.  Annual? Here’s a Not-So-Newsy Newsflash: you can’t wait a year for news anymore. [...]

2018-01-16T17:58:34-06:00October 10th, 2017|0 Comments

PUMPKIN SPICE: TREAT or TRICK?

  WHAT IS UP WITH THE PUMPKIN SPICE CRAZE? What is it that makes consumers wild for anything Pumpkin Spice? For some brands, it's a natural offering. Starbucks ignited the fad with its PSL, an instant and ownable hit.  But what about everyone else?  From Pringles to Pop Tarts, Burt’s Bees to Beer … [...]

2017-10-09T13:57:56-05:00September 18th, 2017|0 Comments

ARE YOU POP-UP READY?

Everything's Popping! Free Range Brands have figured out a whole new way to connect with consumers that isn't confined to "online" or "retail." Transcending convention, they are increasingly using pop-ups to create high-touch experiences to humanize, connect, and showcase their personalities.  By the end of 2016, the pop-up industry was already valued at $50 billion. [...]

2017-10-09T13:58:38-05:00August 24th, 2017|0 Comments

HOW MERRIAM WEBSTER MASTERED SOCIAL MEDIA

In a world where acronyms are favored over sentences, expressions are being replaced with images, and words r shrinking 2 the need-2-have letters, how'd you like to be in charge of bringing the DICTIONARY into the conversation?   Well, if you're the folks at Merriam-Webster, you give out free samples!  And because of that, Merriam-Webster [...]

2018-05-12T16:44:48-05:00August 7th, 2017|1 Comment

The Secret to Being a Bro

So what's their secret? Bro Milk. That’s right. But could Bro Milk actually be killing our Bros? Organic Valley’s Organic Fuel, made from real Organic Valley milk, has launched a PSA to help Save the Bros: https://www.youtube.com/watch?v=ewBG_jmMI40 Let the Milk Wars begin Starting with the last decade's all-out assault on Dairy, old school milk [...]

2017-05-23T12:17:33-05:00February 18th, 2015|0 Comments

How to Market the Measles

Who would have ever thought profit driven brands and advertisers would seem more noble than our family doctors and the scientific community? Well that’s just what’s happening as this vaccination debate unfolds. In everyday consumer marketing, the veil of non-transparency has been lifted on everything from cleaning products to food. And it didn’t just happen [...]

2017-05-23T12:17:33-05:00February 11th, 2015|0 Comments

Is your Brand a Survivor or Roadkill?

Reebok’s new inspirational chicken isn’t the only brand hitting the open range. All our brands today are being faced with the choice to hide in the coop or jump into a new world, one that changes daily, faster than we can catch up. But there’s a difference between brands that take the leap and those [...]

2017-05-23T12:17:33-05:00January 14th, 2015|0 Comments

YOU CAN RUN BUT YOU CAN’T HIDE

http://www.youtube.com/watch?v=qhbliUq0_r4 Until a few years ago, the watchdog groups such as the Ralph Naders of the world tended to be sideline fanatics who often appealed to the fringe.  But gone are the days of company mis-steps or ugly baggage getting buried in the customer call center. Today’s brands are tested on a very public stage.  [...]

2017-05-23T12:17:33-05:00July 22nd, 2014|1 Comment