Tag Archives: branding

Branding Efforts Need To Propagate Across The Company

I was walking through the Indianapolis Airport recently and spotted the tail you see in the picture. For Gen X and Millennials this tail may not mean anything, but for Boomers and their parents, in California at least, this hits … Continue reading

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It’s Still About Execution

Most CPG companies spend a fortune on branding. I wanted a Diet Dr. Pepper the other night and found these two machines at the place I was visiting. Which one do you think would have the Diet Dr. Pepper in … Continue reading

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The Absurd Power of Branding … or Not

Recently Stephen Colbert took aim a what he referred to as the absurd power of branding. In truth I believe he, as others do, has mistaken celebrity with branding. His particular rant was about Kanye West’s new clothing line with … Continue reading

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Brand basics? Maybe not

At the recent ANA Branding conference, Steve Bratspies from Wal-Mart spoke on partnerships. AdAge has a short video clip from his Q&A. He made some excellent comments and part of me wonders why he had to make them. He commented … Continue reading

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Insights from Al Ries

In the January 5, 2009 issue of Ad Age, Al Ries published an insightful article entitled “The Difference Between Building a Business and Building a Brand.” We agree with virtually all of Al’s points in his article (as we usually do). The … Continue reading

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Destroying brand value … and the company

Rich Karlgaard, Publisher of Forbes, had an interesting commentary in the December 22, 2008 issue (reprinted from his blog). He opined that Detroit’s US automakers had made a fatal brand positioning mistake many years ago (and I say one of … 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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