Sacrifice And Focus: Power For Brands
February 28, 20112 min
It’s tempting for brand owners to leverage as much value as they can from the equities of their brand– sometimes at the expense of why your brand matters in the first place.
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February 2011 - Branding Strategy Insider
Technology Licensing And Brands
February 28, 20112 min
I was talking to a prospective client the other day. We were discussing how product innovation is critical to helping brand owners stay connected with their consumers. One of the best examples of this is to consider what Apple has done with their iPod, iPhone and most recently the iPad.
Brand Management Training
February 23, 20113 min
Here is what we believe brand managers in marketing departments should know to be better stewards of their brands:
Measuring Brand Performance
February 22, 20111 min
“You can’t manage what you don’t measure.” ~ Peter Drucker
Celebrities In Advertising: A Marketing Mistake?
February 18, 20115 min
Popular wisdom asserts that getting a celebrity endorsement is a tried-and-true, simple-to-implement way to maximize advertising effectiveness. Sure, it’s expensive, but celebrities always yield stronger ties with viewers and, ultimately, greater sales, right?