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Tag Search Results For 'brand watch' (69)
Sex, Branding and Profits
Branding Strategy Insider | September 26th 2008 by Derrick Daye
Imagine your company brochure was so popular that people could sell it online for $38.95. Or your carry bags went for $9.90, and stickers featuring your company logo fetched $15.50 each. Impossible, right? Maybe. But think again. Consider Abercrombie read more
Calvin Klein: Renaissance Brand
Branding Strategy Insider | September 24th 2008 by Derrick Daye
Last week on BSI I blogged about The Poisoning of the Calvin Klein Brand. Today, a look at CK's remarkable change in direction. At the start of the new century, Calvin Klein was struggling. Superficially, the brand appeared to be... read more
The Poisoning of the Calvin Klein Brand
Branding Strategy Insider | September 17th 2008 by Derrick Daye
After heady success in the 70s and 80s, the fashion brand fell victim to the dark side of licensing. It began, as it does with so many brands, with a hefty slice of luck. Thirty nine-years ago, Mildred Custin, a... read more
What the Google Brand Teaches Us
Branding Strategy Insider | September 10th 2008 by Derrick Daye
On the search engine's 10th anniversary, we can learn from its innovative branding techniques. Happy Birthday, Google. It's been a decade since Sergei Brin and Larry Page set up Google Inc. in a California garage. The two founders had big... read more
AT&T's Branding Gamble
Branding Strategy Insider | September 5th 2008 by Derrick Daye
If you really want to work at the frontier of branding, it would be a mistake to focus on communications, measurement or even brand strategy. The place where all the big brand decisions are now being made is brand architecture.... read more
Co-Branding's Greatest Love Story?
Branding Strategy Insider | September 3rd 2008 by Derrick Daye
Penguin and Match.com's dating site for book-lovers is a marketer's dream... He saw her first. Glancing up from his laptop, he found himself utterly spellbound at the sight of the deliciously beautiful, very proper, 40-something woman on the other si read more
Beware of Discarding Good Consumers with the Bad
Branding Strategy Insider | September 2nd 2008 by Derrick Daye
All customers are not created equal. A good marketer worries just as much about avoiding 'bad' customers as attracting the 'good' ones. But once you do acquire a 'bad' customer it can be awfully difficult to get rid of them.... read more
Brand Naming: Focus on the Practical
Branding Strategy Insider | September 1st 2008 by Derrick Daye
Just when the bold days of silly brand naming appeared to be over, along comes another act of marketing madness. In October of 06’ Swiss Re won the race to buy GE Life, the UK life assurance arm of General... read more
Own-Label, Anti - Marketing Fuels Aldi
Branding Strategy Insider | August 28th 2008 by Derrick Daye
The Germans are coming. That was the clear message from TNS, which revealed that German discount retailer Aldi had grown its sales in the UK by 20% in the past three months compared with the same period in 2007. If... read more
China's Brands Imitate to Dominate
Branding Strategy Insider | August 25th 2008 by Derrick Daye
From the moment the fireworks exploded over Beijing at the Olympics' opening ceremony, you knew something fantastic was taking place. But you'd have been forgiven for underestimating just how truly fantastic those fireworks were, because many of them read more
Brands Feel Web's Growing Influence
Branding Strategy Insider | August 10th 2008 by Derrick Daye
In the 90s we all got a bit carried away with the Internet. Marketers wondered when Internet marketing expenditure would exceed traditional forms of communication. One bestselling article in the Harvard Business Review concluded that the Internet wou read more
Brand Strategy: Build an Icon, Not a Fad
Branding Strategy Insider | August 8th 2008 by Derrick Daye
When 15-year-old Kenny Howard finished pinstriping his first bike in 1944, he knew he had found his calling. Pinstriping, the painting of decorative patterns onto automobiles, was a dying art, but by 1958 Kenny had single-handedly reinvented it. He m read more
Apple Brand's Dangerous Liaison
Branding Strategy Insider | August 6th 2008 by Derrick Daye
If you have been following Apple's share price over the past two weeks, you'll know that it's a stock with a story. Down as much as 5% one day and then back up 4% the next. For once, it's not... read more
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
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
Social Responsibility: The Nike Story
Branding Strategy Insider | July 24th 2008 by Derrick Daye
An odd couple was featured in the 1992 edition of Harpers Magazine. One was a sports phenomenon called Michael Jordan. The other was a young Indonesian worker called Sadisah. Sadisah, the article revealed, earned 14 cents an hour making Nike... 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
Cola Rivals Fight Losing Battle
Branding Strategy Insider | July 17th 2008 by Derrick Daye
The Cola Wars have been raging for more than a century. But the ongoing fight between Coke and Pepsi has always been as much about the period in which each phase ensued as the two warring factions themselves. At the... read more
From Commodity to Brand and Back Again
Branding Strategy Insider | July 16th 2008 by Derrick Daye
When I teach a class on brand management I always begin with a continuum. It's a continuum that starts with the most generic of generic forms - the commodity - and ends with that most unique and specific of things... read more
Italy's Master of Marketing Strategy
Branding Strategy Insider | July 14th 2008 by Derrick Daye
What's red, Italian and goes from 0mph to 60mph in three-and-a-half seconds? The answer is the Ferrari Enzo. It's the highest specification Ferrari ever manufactured for the road and features a mid-mounted six-litre V12 engine, which makes 660 horsep read more
Abercrombie's XXL-Sized Problem
Branding Strategy Insider | July 9th 2008 by Derrick Daye
There are few bigger fans of Abercrombie & Fitch than me. I may not be able to squeeze into any of its clothing, but this is a company that fits perfectly with my idea of what makes a great brand.... read more
Beware of Branding Success
Branding Strategy Insider | July 3rd 2008 by Derrick Daye
During the 90s, from unlikely origins in the small country of Finland, there emerged a remarkable manufacturing story. Nokia, once a heavy industrial conglomerate, began producing mobile phones that captured consumer imaginations across the globe. By read more
Tag Heuer's Textbook Brand Extension
Branding Strategy Insider | June 25th 2008 by Derrick Daye
The rumours began in 2007, and ran rife throughout the annual Baselworld Watch Fair in April. This month we have official confirmation: Tag Heuer is about to launch a mobile phone. The Tag Heuer Meridiist will be assembled from 430... read more
InBev: Catalyst for Bud Brand Crisis?
Branding Strategy Insider | June 23rd 2008 by Derrick Daye
Earlier this month, US brewer Anheuser-Busch finally acknowledged that it had received a bid of $47.5bn (£24.2bn) from InBev to buy the firm. It is a massive potential deal. InBev, based in Belgium, markets brands including Stella Artois and is... read more
iPhone Strategy: No Longer A Grey Area
Branding Strategy Insider | June 12th 2008 by Derrick Daye
When it was launched in the US in 2007, the iPhone was locked into the AT&T network. The only way to own one was by signing a contract with the carrier. The deal allowed AT&T exclusive rights to the handset... read more
Brand Equity Risk: Linking with Big Retail
Branding Strategy Insider | June 9th 2008 by Derrick Daye
Eight years ago, Thorntons, the 98-year-old chocolate company, found itself in a very sticky situation. New chief executive Peter Burdon announced a three-year plan to turn the company around and, remarkably, through a major consolidation of stores, read more
Years of Success Catch Up With Barbie
Branding Strategy Insider | June 8th 2008 by Derrick Daye
In the 70s it was Pepsi versus Coke. The 80s saw Virgin Atlantic take on British Airways. In the 90s it was own-label Puffin against manufacturer brand Penguin. Now, we have Bratz versus Barbie. The latest battle, like its predecessors,... 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
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 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
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