The Brand Design Checklist
July 11, 20085 min
Build your brand with our in-depth brand design checklist. Answer yes or no to the following…
NEW THINKING
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July 2008 - Page 5 of 7 - Branding Strategy Insider
Abercrombie’s XXL-Sized Problem
July 10, 20084 min
There are few bigger fans of Abercrombie & Fitch than me. I may not be able to squeeze into any of its clothing, but this is a company that fits perfectly with my idea of what makes a great brand.
One-Night Stands: Not The Love Brands Need
July 9, 20083 min
Consider, for a moment, how many people you have ever had sexual intercourse with. Now compare that figure with the number of people you have been in love with.
Commodity Status Is In The Mind
July 8, 20083 min
When I was six I believed in the Tooth Fairy. Every time I lost a milk tooth I would carefully wrap it in tissue paper, place it under my pillow and awake the next morning to find it had been transformed magically by the Tooth Fairy into a shiny quarter.
The Power Of The Super Consumer
July 7, 20082 min
I was working last week with the marketing directors of a multinational biotechnology company. It manufactures a device that alleviates the symptoms of a commonly occurring affliction.