BrandQuote – October 14
October 14, 20071 min
"Your premium brand had better be delivering something special, or it’s not going to get the business." – Warren Buffett Sponsored By: Brand Aid
NEW THINKING
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October 2007 - Page 4 of 6 - Branding Strategy Insider
Marketing In Crisis
October 13, 20072 min
Peter Drucker once wrote that since the purpose of business is to generate customers, only two functions do this: marketing and innovation. All other business functions are expenses. That said, one could argue that this advice is being ignored as marketing appears to not be getting the kind of attention it deserves.
Great Moments In Naming: Yahoo!
October 12, 20071 min
It is a pretty recognizable brand name. Originally it was “Jerry’s Guide to the World Wide Web” but we settled on “Yahoo”. – Jerry Yang, Co-Founder, Yahoo! Sponsored by: The Brand Positioning Workshop
Brand Extension: A Closer Look
October 11, 20072 min
Earlier this year we looked at some successful and not so successful brand extensions. Today, let’s get closer to the topic. A brand may enter new product categories, new product formats within a category (line extension), or new markets or market segments. Examples of the latter include taking a brand currently targeted to women and extending it to the male market or taking a brand that currently appeals to adults and extending it to the...
BrandQuote – October 10
October 10, 20071 min
"A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" – Michael Eisner, CEO Disney Sponsored By: Brand Aid