A strong brand is not created by a compelling logo, a memorable campaign, or a well-written tagline alone. It is built through a clear strategic idea that is consistently understood, experienced, and reinforced across the organization and in the marketplace.
Whenever I flick through my old vacation pictures, I tend to recall past holidays as being much better than they sometimes were. The break I had in Bermuda that was packed with disasters; or the holiday in Cebu where nothing seemed to go right…I remember them all as being perfectly pleasant. It’s amazing how ten years or so can affect your perceptions.
Continuing our series on scent marketing we come to number 4 – understanding the rules and regulations of scent marketing.
That wonderful biennial branding event known as a Bond movie is upon us again, and we will have to endure a cavalcade of mundane brands engaged in a series of inappropriate product placements, demeaning the film.
As we round out our list of the 40 Most Common Brand Problems we see one that the human resources department is called on to avoid…
