The Cadillac Of Brand Naming
December 19, 20092 min
It’s the Cadillac of crossovers,” said the ads from Cadillac as it introduced its SRX vehicle for 2010.
NEW THINKING
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December 2009 - Page 2 of 2 - Branding Strategy Insider
Neuro-Marketing’s Limits And Advertising Creativity
December 18, 20092 min
As a cognitive anthropologist, who some 20 years ago traded backpack and quinine for Dramamine and a Hartmann three-suitor, I consult with marketers to assess the base beliefs and longings of various publics.
Fix The Product, Then The Perception
December 17, 20091 min
Business is off 40%. You lost $9 million last year, compared with a $7 million profit the year before. Average age of your customers is up to 73, from 68 a decade ago.
Forgiveness And The Tiger Woods Brand
December 16, 20091 min
Yesterday, Nike, Woods’ largest sponsor announced that its advertising plans involving him would not be altered by Mr. Woods’ “transgressions.” In a statement, Nike said, “ Tiger and his family have Nike’s full support. We respect Tiger’s request for privacy and our thoughts are with Tiger and his family at this time.”
Brand Naming: Get It Right Or Get Forgotten
December 14, 20095 min
On my first real job (at General Electric in Schenectady, N.Y.) I noticed a consistent advertiser in the electrical publications with an unusual name. A company selling wire and cable was called “Crapo.” Presumably pronounced Cray-po and not Crap-o.