How Far Can A Brand Stretch?
June 5, 20083 min
Brand extensions, like Jeep’s strollers, Maxim’s hair color, or Apple’s iTunes are lucrative ways that a brand can increase its revenue and customer base—or confuse and alienate them.
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June 2008 - Page 6 of 6 - Branding Strategy Insider
How To Predict Brand Success
June 4, 20084 min
There are two disparate sources of management insight that a marketer can turn to for advice.
Airlines Count Cost Of One-Track Mind
June 3, 20083 min
They say that things come in threes. We should, therefore, not be surprised that Silverjet has now followed rival airlines Eos and MAXjet into financial difficulties. Things aren’t looking good for the British business-class airline. A £12.6m funding deal appears to have fallen through and shares have been suspended.
Advertising Research
June 2, 20082 min
While advertising is part art and part science, there is more science to it than one might realize. There are many “rules of thumb” that ad agencies and advertisers have developed over time, based on experience or research or both. I have found the following types of research to be important to creating strong brand advertising:
BrandQuote – June 1
June 1, 20081 min
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” – Jack Trout and Al Ries in the marketing classic Positioning: The Battle for Your Mind Sponsored By: Brand Aid