Category Archives: brand

How Can You Miss It That Badly?

Posted on July 6, 2023 by Mitch Gooze

I admit that I have never been to the Cannes Lions International Festival of Creativity, but I am wondering about it and its audience for two reasons. First, they awarded the top Marketer of the Year to Anheuser-Busch InBev despite … Continue reading →

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The Demise of a Great Brand

Posted on May 16, 2021 by Mitch Gooze

It is sad to see the demise of a once great brand. It is even sadder when the demise is self-inflicted. And, as is often the case, this time it was caused by a focus on cost not the value … Continue reading →

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Destroying Brand Integrity and With it … Brand Value

Posted on March 31, 2020 by Mitch Gooze

Many people have been skeptical for decades or longer as to the real difference between one brand of gasoline and another. Many suggest that one of the reasons no brand can charge much more than a private brand, much less … Continue reading →

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What Is the Customer Actually Buying?

Posted on December 5, 2018 by Mitch Gooze

It’s not about what you sell; it’s about what the customer is buying. If you focus only on what you sell it rapidly becomes a commodity. If you focus on what the customer is actually buying, nothing needs be a … Continue reading →

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Erasing a Problem Brand the Easy Way

Posted on June 12, 2018 by Mitch Gooze

Bayer is buying Monsanto. Many Americans recognize Bayer as aspirin, but really they are a global drug maker based in Germany. Monsanto is a global agri-products maker with a truly bad brand reputation at this point. So, smartly, Bayer is … Continue reading →

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Too Much Choice

Posted on August 15, 2017 by Mitch Gooze

Bud Light, like many mainstream beers, has suffered a downturn in sales as craft beers have continued to make inroads. The number of craft beers is growing rapidly and while most hold minimal market share, each takes some sales from … Continue reading →

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Ingredient Branding

Posted on August 8, 2017 by Mitch Gooze

I am a fan of ingredient brands and ingredient branding done well. Dolby is my favorite example of a great ingredient brand. Intel Inside being my best example of expensive ingredient branding without an effective ingredient brand. I recently ate … Continue reading →

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Why Brand Awareness Is A Misleading Metric

Posted on June 27, 2017 by Mitch Gooze

This example is political, but it’s not about politics. Many mainstream political experts  dismissed Donald Trump early on because he had a 99% awareness rating and a very high unfavorable rating in the polls. For example, back in May of … Continue reading →

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Finally A Brand Metric That Might Actually Matter

Posted on December 1, 2015 by Mitch Gooze

Brand value metrics abound. Several consulting and branding firms purport to measure brand value. I have written my opinion on those before. Many marketers attempt to persuade their boss that increased brand awareness equals increased revenue. Not true. Meanwhile many, … Continue reading →

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When All Else Fails, This Can Increase Your Company’s Perceived Value

Posted on November 17, 2015 by Mitch Gooze

David Aaker found a positive correlation between advertising and stock price over 20 years ago. In 1997 Corebrand also released a report positively correlating advertising and stock price. Increased awareness appears to increase perceived value of a company, which is … Continue reading →

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