Rebranding A National University
November 30, 20075 min
Rensselaer Polytechnic Institute: Why not change the world?™
NEW THINKING
Home2007
November 2007 - Branding Strategy Insider
Brand Extension Disease
November 29, 20073 min
Marketers are a fickle breed. Aside from the usual list of ailments that afflict the general population, we are also vulnerable to a number of conditions unique to us. The most pernicious of these is logos extendos rabidus or, to give it its more colloquial name – brand extension disease.
BrandQuote – November 28
November 28, 20071 min
“Safe advertising is the riskiest advertising you can do.” – Bill Bernbach, Advertising Legend
Anatomy Of A Brand Audit
November 27, 20072 min
A brand audit provides an analysis of an organization’s brand and its brand management and marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities, and threats. It identifies brand growth opportunities including those achieved by brand repositioning and brand extension. The audit should result in recommendations to improve brand equity, brand positioning, and brand management and marketing effectiveness.
Coca-Confusion
November 26, 20073 min
This year Coca-Cola launched a rather strange campaign behind its Coca-Cola Zero product.