Brand Extension: Today’s Default Strategy
April 30, 20084 min
When I’m not modelling the very latest sartorial gentleman’s fashion for you among the posts of Branding Strategy Insider, my day job involves teaching MBAs about branding.
NEW THINKING
Home2008
April 2008 - Branding Strategy Insider
The Trouble With BIG Brands
April 29, 20083 min
Some years ago, I wrote a book titled Big Brands. Big Trouble. One chapter was “The Bigger They Are, the Harder to Manage.”
Brand Management: The Hilfiger Lessons
April 28, 20083 min
It has been quite a decade for Tommy Hilfiger. During the 90s, it seemed his brand could do no wrong. The business experienced meteoric growth and, by 2000, was generating $2bn in worldwide sales.
Brand Marketing Integration
April 27, 20083 min
When integrating your brand marketing efforts, here are 28 mechanisms you will find useful:
BrandQuote – April 26
April 26, 20081 min
"… at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about [a] man, you can touch him at the core of his being." -Bill Bernbach, in a speech to the American Association of Advertising ...