Brand Resurrection – Never Out Of Reach
November 14, 20083 min
For lessons in branding there are few richer case studies than Laura Ashley.
NEW THINKING
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November 2008 - Page 4 of 6 - Branding Strategy Insider
Identity Before Strategy: Doom For Rebrands
November 13, 20081 min
Rebranding efforts are tricky things. Once in a very blue moon they can prove to be the turnaround that the management team was hoping for. Sports brand Puma, luxury brand Gucci and the gurus at Apple all provide notable examples of great brand revitalizations during the 90’s. The strategic lessons from these turnarounds do not emanate from what these brands did, but rather what they did not do.
Sensible Brand Research Has Only One Formula
November 12, 20082 min
I recently completed consulting work for two US companies. The first, which we will call Midwest Stores, is a big grocery store chain. A year ago it repositioned its retail brand based on the findings of a conjoint study.
Word Of Mouth: Marketing’s Essence
November 11, 20082 min
The concept of word of mouth (WOM) has been generally ignored by practitioners and academics alike.
Price: Friend And Foe Of Brands
November 10, 20082 min
People buy a brand because it stands for something. People buy commodities because they are the cheapest alternative available. It is worth pointing out that brands are not created that way, they all begin life as commodities.