Beware Of Brand Schizophrenia
April 25, 20083 min
Powerful brands have distinct personalities: Duracell’s batteries last a long time. Volvos are safe in a crash. But even dominant brands can fade if they fall prey to multiple personality disorder.
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April 2008 - Page 2 of 6 - Branding Strategy Insider
Top Brands Illustrate Marketing Power
April 24, 20083 min
It is time to stop speculating about brand equity and turn, instead, to the ice-cold empiricism of financial brand values. Monday saw the annual publication of the BrandZ Top 100 brands from Millward Brown Optimor and, as usual, there were a host of winners and losers.
Welcome Jack Trout
April 23, 20081 min
It’s been a year in the making and today I’m very pleased to share with you our partnership with brand strategy pioneer Jack Trout.
Creating The Signature Scent
April 22, 20083 min
Creating a “signature” scent for a brand’s scent marketing purposes is not much different from translating the persona of a celebrity or the ideas of a designer into a fragrance.
Brand Equity Can Taint Perceptions
April 21, 20084 min
A couple of years ago I was invited to make a series for the BBC about brands. In one episode we went to a London pub to recruit brand-loyal drinkers in a London pub who claimed that they drank only one particular beer.