Tag Archives: brand

What are they thinking with this brand extension?

I assume many of you are familiar with Cintas. They are synonymous with uniforms and have spent many years and lots of money creating that position in customers’ minds. Apparently somebody made a strategic decision to have the company enter the … Continue reading

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Preaching to the choir won’t increase loyalty … or converts

Two recently released studies, unless ignored, may put a dent in many marketers’ plans for an easy media solution. Turns out Facebook ‘likes’ don’t mean much. And Facebook may not be anymore helpful than mass media. A study by the Ehrenberg-Bass … Continue reading

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There’s way more to Marketing than branding

Not that long ago it was suggested that a company needed a CBO (Chief Branding Officer). We found that notion disturbing since branding is a function clearly within the purview of the CMO (Chief Marketing Officer), assuming you have a properly … Continue reading

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Resurrecting old brands

Brands live longer in the minds of customers than people think. Further, assuming the brand had a positive impact at one time, that is what is usually remembered. This fact has caused astute business people to buy old brands and … Continue reading

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Lessons Learned … or Not

In the April 6 2009 issue of Ad Age, Al Ries wrote an interesting article on the cost of damaging your brand for short term gain during a recession. His position, with which I agree is stated in the first sentence … Continue reading

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The power of brand identity

Walking in Terminal 8 at JFK I see a sign for the Juan Valdez Cafe. What else did I need to see to know what that cafe was all about. Now that is the true power of a Brand.   … Continue reading

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