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Tag Search Results For '?branding bag?' (83)
Auto Brands: Ignore the Future, Become the Past
Branding Strategy Insider | July 30th 2008 by Derrick Daye
What will consumers do in the future? This question leaves marketers dolefully scratching their heads. The combination of market complexity and a huge number of potential economic and cultural outcomes can produce an enormous array of market permutat read more
Marketers Are Weakening Marketing
Branding Strategy Insider | July 29th 2008 by Derrick Daye
I had a wonderful experience with Harrison Troughton Wunderman a few years back. I was invited, along with Martin Thomas, then with Nylon, to discuss 'responsible communications' in marketing. Thomas's point was simple. Marketers spend their lives en read more
Marketing's Great, Untold Stories
Branding Strategy Insider | July 26th 2008 by Derrick Daye
Great marketing is great storytelling. All great religions are sold via storytelling, or parables as they are often called in Christianity. This is a good strategy; people are inherently interested in stories, whether in films or novels or, even, bra read more
The Corporate Reputation Factor
Branding Strategy Insider | July 23rd 2008 by Derrick Daye
In his white paper, “Communication as Value Builder,” Dr. David Jensen, Senior Vice President with Ketchum in Atlanta, cites a 1998 study by the Wirthlin Group, which concludes that: • “Companies with good reputations are 7 times more likely read more
Defying Demographic Segmentation
Branding Strategy Insider | July 22nd 2008 by Derrick Daye
I started to feel it in late 2006. An inchoate sensation in my knees that gradually moved up my spine as the weeks progressed until it finally started to influence my thought processes. Looking back on my actions it is... read more
Interactive Marketing: A Friend of Brands?
Branding Strategy Insider | July 21st 2008 by Derrick Daye
A+b+c> 3a or 3b or 3c. It is the formula that explains why integrated marketing is such an important concept. Rather than spend their total budget on advertising, for example, marketers should spread it across a range of channels that... read more
Private Label Brands: Too Powerful?
Branding Strategy Insider | July 13th 2008 by Derrick Daye
The typical format for managerial learning at a business school usually involves students working on case studies during their classes. This approach often guarantees a much richer learning experience that the lecture format. The classic criticism of read more
Commodity Status is in the Mind
Branding Strategy Insider | July 7th 2008 by Derrick Daye
When I was six I believed in the Tooth Fairy. Every time I lost a milk tooth I would carefully wrap it in tissue paper, place it under my pillow and awake the next morning to find it had been... read more
The Power of the Super Consumer
Branding Strategy Insider | July 6th 2008 by Derrick Daye
I was working last week with the marketing directors of a multinational biotechnology company. It manufactures a device that alleviates the symptoms of a commonly occurring affliction. We were running five groups of patients to identify whether the d read more
Inside Competitive Copying
Branding Strategy Insider | July 4th 2008 by Derrick Daye
Keep in mind, the easiest thing for a competitor to copy is a price reduction or discount. Almost as easy to copy are advertised (or otherwise communicated) product and service features. The least easy to copy are consumer benefits that... read more
Branding Desperately Needs to Rebrand Itself
Branding Strategy Insider | July 1st 2008 by Derrick Daye
Once in a while a consultant gets lucky and encounters a trend before it takes hold across their marketplace. Over the past few months I think I have been running up against just such a trend and it worries me.... read more
B2B Purchaser Motivations
Branding Strategy Insider | June 27th 2008 by Derrick Daye
These purchaser motivations are usually present in B2B buying situations: • Price • Perceived quality • Technical specifications • Warranties • Other service or post-sale support • Financial stability of the seller • Buyer’s past expe read more
Worthless Brand Values
Branding Strategy Insider | June 26th 2008 by Derrick Daye
Visit any FTSE 500 company and ask the first 10 employees you meet about their brand. Not one, barring the brand manager (if you are lucky), will have a clue what values or positioning they should be delivering to customers.... read more
The Brand Differentiation Mandate
Branding Strategy Insider | June 24th 2008 by Derrick Daye
In 1960, an advertising agency chairman named Rosser Reeves was known as the high priest of hard sell. He wrote a very popular book titled "Reality in Advertising." His book was translated into twenty-eight languages and was widely used as... read more
Branding Retirement Communities
Branding Strategy Insider | June 19th 2008 by Derrick Daye
Retirement communities have been springing up across the U.S. for the past two decades. According to the National Care Planning Council, “The NIC National Supply Estimate of Seniors Housing & Care Properties enumerated a total of 46,131 seniors hou read more
Mistaking People for Brands
Branding Strategy Insider | June 18th 2008 by Derrick Daye
Building brands a hundred years ago was hard work. Back then, consumers were uncomfortable with the idea of identifying with products and companies. As a result, early pioneers of consumer branding often created a fictional identity to personify the read more
Marketer Essentials: Hierarchy of Effects
Branding Strategy Insider | June 17th 2008 by Derrick Daye
The first year of study for a PhD in Marketing is a confusing affair. I vividly remember long days spent at Lancaster trying to decode the journals of marketing with the creeping sensation that I may have bitten off more... read more
Complacency and U.S. Brands
Branding Strategy Insider | June 6th 2008 by Derrick Daye
Three years ago, a student in my department rushed into my office and thrust a piece of paper at me, bearing the details of a doctoral symposium to be held in Philadelphia on the topic of international business. He was... read more
How to Predict Brand Success
Branding Strategy Insider | June 3rd 2008 by Derrick Daye
There are two disparate sources of management insight that a marketer can turn to for advice. The first is the proven, academic corpus of business writing that uses rigour and science to guide management thinking. Journals such as the Harvard... read more
Airlines Count Cost of One-Track Mind
Branding Strategy Insider | June 3rd 2008 by Derrick Daye
They say that things come in threes. We should, therefore, not be surprised that Silverjet has now followed rival airlines Eos and MAXjet into financial difficulties. Things aren't looking good for the British business-class airline. A £12.6m fundin read more
The State of Branding
Branding Strategy Insider | May 30th 2008 by Derrick Daye
Dave Goetz from Brand & Strategy interviewed me in May of 2006 on the state of branding. This is the conversation that transpired... What, if anything, has changed over the past thirty years in marketing strategy? Essentially, the only thing... read more
The Rising Power of Private Label
Branding Strategy Insider | May 29th 2008 by Derrick Daye
One can make a very persuasive argument for private labels being the strongest brands in Britain these days. Stores' own brands have come a long way from their budget origins and today occupy an important part of many consumers' lives.... read more
The Enemy of Innovation
Branding Strategy Insider | May 28th 2008 by Derrick Daye
Mindless habitual behavior is the enemy of innovation. - Rosabeth Moss Kanter Have you noticed that every time the economy goes through its correctional dip the business press hops on the innovation stump? So do most business leaders, and more... read more
Competitor Repositioning
Branding Strategy Insider | May 23rd 2008 by Derrick Daye
In positioning your brand sometimes you discover there are no unique positions to carve out. In such cases I suggest repositioning a competitor by convincing consumers to view the competitor in a different way. Tylenol successfully repositioned aspir read more
The Reality of Brand Authenticity
Branding Strategy Insider | May 15th 2008 by Derrick Daye
We don't know the name of the first brand. What we do know is that up a grassy mountainside a few millennia ago, a big Norse farmer was getting a bit annoyed about having his cows stolen. In a fit... read more
Getting Into the Mind of the Consumer
Branding Strategy Insider | May 15th 2008 by Derrick Daye
The easiest way of getting into someone's mind is to be first. It is very easy to remember who is first, and much more difficult to remember who is second. Even if the second entrant offers a better product, the... read more
Killer Competition: Will Your Brand Survive?
Branding Strategy Insider | May 13th 2008 by Derrick Daye
In the beginning, choice was not a problem. When our earliest ancestor wondered "What's for dinner?" the answer wasn't very complicated. It was whatever animal in the neighborhood he could run down, kill, and drag back to the cave. Today... read more
China's Big Brand
Branding Strategy Insider | May 12th 2008 by Derrick Daye
According to that notable macro-economist Frank Zappa, you aren't a real country unless you have a beer and an airline. It also helps if you have a decent football team and some nuclear weapons, he added, but at the very... read more
Agency Leadership Advice
Branding Strategy Insider | May 9th 2008 by Derrick Daye
Nine years ago, when I knew I was going to become CEO of this company, I spent three days with its legendary founder, David Ogilvy, at his château in France. It was March, it was cold and rainy, and we... read more
Sorry Marketers, You Can't Go Up
Branding Strategy Insider | May 6th 2008 by Derrick Daye
Zale's, the king of middle-market jewelry, tried to sell more expensive jewelry. They had little success. Wrangler, a brand that sells $15 dollar jeans at Wal-Mart, tried to sell $190 jeans at Barney's. They had little success. Wal-Mart launched a... read more
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