Category Archive: Branding

A Giant on Whose Shoulders We Stood

Recently, I learned of the passing of a long time colleague, mentor and friend. She was 87 years old and it appears her health had been failing for some time. I haven’t spoken… Continue reading

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9/11 Cobranding: Just Don’t Do It

Last week, many of us stopped to remember the lives lost on the 12th anniversary of the 9/11 tragedy. Patriot’s Day. No escaping the opportunity to relive that day’s horror through the ubiquitous… Continue reading

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First Rule of Marketing: Assume Nothing

Something happened last week that floored me. For the first time in my teaching career, my students solved not one — but TWO marketing case studies. On the spot. No Google searches. (The… Continue reading

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Bumps Ahead for Hooters

A brand, it is said, is not about what you — the company — says it is. It’s about what the customer says it is. So…Hooters, that great family restaurant, it appears is suffering.… Continue reading

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One-Word Slogans: More with Less

Slogans. Does your company need one?* Good slogans–sometimes called “taglines”–along with good company names and good logos are your most-salient brand identifiers. And for all three (ceteris paribus), simpler is usually better. Slogan Simplicity A slogan with fewer,… Continue reading

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When Brands Disappoint

By now, we know that a good brand offers benefits over a poor brand. One of those benefits is providing a “cushion” when things goes awry. Your BMW is leaking oil? Their service… Continue reading

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How Will Your Employees Remember You?

While rummaging through the piles of paper I call my “archives,” I ran across a “thank you” note received some years ago from a former supervisor. The note took me back more than… Continue reading

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Context Matters

Just watched an interesting TED Talk about a new(er) concept concerning the development of cancer. Breast cancer researcher and Distinguished Scientist at Lawrence Berkeley National Laboratory Mina Bissell discusses how the extracellular matrix and the environment… Continue reading

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Branding, Blind Men, and an Elephant

I’ve used this story more than once in my career whilst trying to explain the importance of branding. It’s used as an analogy for many other situations, as well. If you’re unfamiliar with… Continue reading

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Which ‘type’ are you? Gene Kranz? Or that Grumman guy?

Apollo 13. Love that movie. I watch it so often that my wife and kids no longer moan when it’s on. As Americans…as humans…it really was of our finest hours. The tragic events… Continue reading

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