Advertising: Emotional Versus Rational
January 10, 20083 min
Slowly, I’ve watched the advertising industry get very emotional.
NEW THINKING
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January 2008 - Page 5 of 6 - Branding Strategy Insider
Second Guessing Second Life
January 9, 20084 min
We have been deluged recently with stories about the amazing virtual world of Second Life and the brave opportunities it creates for brands.
BrandQuote
January 8, 20081 min
"A brand is not an icon, a slogan, or a mission statement. It is a promise — a promise your company can keep. First you find out, using research, what promises your customers want companies like yours to make and keep, using the products, processes and people in your company. Then you look at your competition and decide which promise would give you the best competitive advantage. This is the promise you make and keep...
The Brand Crisis Management Plan
January 7, 20082 min
While all organizations intend to create the best possible customer experiences, occasionally something real or perceived happens that produces just the opposite effect: a crisis. Every brand will experience a crisis at one time or another. The hallmark of a strong brand is how well it handles those crises.
