Brand Sponsorships: The Best Brand Ambassadors Are Already On Your Payroll
What is a Brand Ambassador? Not everybody can be called the greatest tennis player of all time. However, with 17 Grand Slam trophies in a professional career beginning in the last century, Roger Federer has the most impressive endorsement portfolio in sports. Image via www.moet.com ©Moet His grace under pressure and winning smile positions […]
Limited Edition Packaging: How to Use it as Part of Your Brand Strategy
Store aisles and eCommerce pages are packed with products sold in limited-edition packages that are intended to drive increased sales. However, industry data publicized by Nielsen indicates that as much as 90 percent of new limited edition packaging designs don’t have the desired effect—and in some cases, may even hurt brand equity. On the other hand, […]
Baby Boomer Branding: How and Why to Market to this Lucrative Demographic
Although there’s a lot of talk about millennials and their desire to engage in consumerism, it’s important not to overlook the baby boomer generation, born from the end of World War 2 up to the early 1960s (roughly between 1946-1964). After all, Baby Boomers hold 70 percent of all disposable income in the United States. […]
Rebranding Strategy: The ABCs of Rebranding Google
Google made us uncomfortable! When the third most valuable brand in the world [Forbes, 2015] announces a surprise rebranding, people notice. On a recent midsummer Silicon Valley afternoon, the Co-founder and CEO of Google morphed into the CEO of Alphabet before our eyes. What’s Alphabet, we wondered? Larry Page opened his […]
Brand Management: Top 10 Tips for Managing Your Brand Reputation
Got a brand? Just like a person, your brand has a reputation to establish and uphold. The identity of your brand, of course, begins with its name. Your product or service is your brand’s body and mind, and you must use all five senses to reach out in appealing ways to old and new friends […]
Brand Audit: When the USA Took the Branding Bull by the Horns
Household brands bearing the “Made in America” tag were in big trouble in the mid-1980s. Shivers ran down the spines of Detroit automakers as efficient Japanese models filled the U.S. highways. Sony Walkmans, Nintendo and Atari video games were on everyone’s shopping list. America lost ownership of household brand names as well as bricks and […]
Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling
The differences between a tired, old, has-been of a brand and a fresh, lithe and provocative one can be boiled down to a singular concept: storytelling. The art of telling a story, and telling it well, is integral to grabbing every potential customer’s attention, and a key part of your brand strategy. An evocative […]
Brand Strategy: 7 Winning Components of a Market Leading Brand Plan
This may sound obvious but how people feel about your company significantly impacts how much they’ll spend on, or refer your products or services. If you want customers or prospective customers to feel positively inclined towards your brand, or indeed to become enthusiastic brand advocates, then you need a really solid and consistently applied […]
Brand Profiling: How to Use Emotion to Make Your Brand More Profitable
There a literally thousands of excellent products and services available in the market that very few people ever purchase — even though they’ve been developed with them in mind. This behaviour might seem perplexing, but it is actually quite simple: great products and services alone are not enough to motivate people to engage in […]
Brand Strategy: 6 Lessons Learned – Tourism Queensland’s Amazing Campaign
How do you get 53.9 million page views by 8 million unique visitors in six weeks while generating a 60-minute BBC documentary and 6,000 news stories worth $US165 million in free coverage? Turn a media campaign into a job search, was the response for one of the most successful brand campaigns ever. Tourism Queensland’s […]
