Category Archives: Brand New
Mind the Gap
The recent re-re-branding of the GAP brand raises some interesting questions about the power of crowds vs. the power of the brand itself.
Read MoreThe Branding Popularity Contest
Every year, the marketing community’s abuzz with the latest brand rankings. The marketing world scrutinizes the who’s who – who rose and who fell, who’s new to the scene and who’s dropped off the radar. It’s the branding popularity contest.
Read MoreWhat’s in a name?
For the sake of illustration, let’s divide the business world into two categories: companies that have brands, and companies who have names. The difference is not an insignificant one. Companies with brands have reputations and relationships that must be fed on a continual basis, across a spectrum of (increasingly numerous) customer touch points, and must provide meaning that resonates with both the company and the customer.
Read MoreShort & Simple
Just ask Shorty—nicknames are rarely chosen by the ones who wear them, they’re assigned. And for major brands, those nicknames can wield immense power: they can permanently shift a brand name or image, and have the ability to solidify a connection with people’s daily lives—but only if the brand accepts that the nickname exists and has the guts to adopt it.
Read MoreJumping on the Brand Wagon
In 2010, entrepreneurs will still find capital tough to come by. Venture Capital investment in 2009 was down by 50% as they raised less money and spent it more carefully – fewer big bets and less backing of copycats. One direct result of this lack of funding is a concentration of new businesses piggybacking on [...]
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