ROI, Brand Value Calculators
December 8, 20082 min
One of the five drivers of brand insistence is value. Value is a function of two things: (1) benefits delivered and (2) cost of receiving those benefits.
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December 2008 - Page 4 of 5 - Branding Strategy Insider
Wall Street: Address For Marketing Problems
December 7, 20084 min
In 2005 Krispy Kreme completed its meteoric rise with an ignominious crash. The reason? Reportedly because of “egregious” accounting to satisfy Wall Street’s hunger for growth. Yet another example of what can happen to a brand that is being driven by the stock price instead of the marketplace.
Test Your Brand Strategy
December 6, 20081 min
We subject each of our client’s brands to a very simple strategy test.
When Brand Power Threatens Brand Extension
December 5, 20082 min
There are two brands that I deter my MBA students from referring to in class. The first is Coca-Cola. Quite simply, Coke is the alpha of branding. And any reference to Coke usually ends up ridden with cliché’s and strategically void. If anyone ever begins a presentation on brands by talking about Coke you are in for a dull ride.
The Cure For Brand Myopia
December 4, 20083 min
Earlier this year I decided to ride the London Eye. It was busy – so busy that the line of people to purchase tickets snaked out of the ticketing room and onto the street overlooking the Thames.