When Millward Brown Optimor partnered with Jim Stengel on his book, Grow, we sought to identify and decode those brands that generated the most financial value and built the strongest consumer relationships over the past decade.
In a recent post on airline brand differentiation I shared insight into the creation of Song Airlines, Delta’s high touch-low cost airline subsidiary, a first of its kind airline brand developed to attract primarily women to its leisure destinations.
DirecTV no longer features the character Epic Win and his gaudy, gold-plated menagerie of women, strongmen and dwarf giraffes. Instead, DirecTV ads are now filled with hapless characters whose poor treatment by their cable-TV companies triggers a chain of events that leaves them battered and tattered.
Brand marketers should keep the following in mind for building strong brands:
Brand architecture issues almost always arise in the midst of our brand consulting assignments. Following are the most frequent problems we encounter with our clients:
