Category Archives: Trends 2010
Can you trust me?
It’s a tough time to be a trusted brand. Information (truth and hearsay alike) flows like water, opinions spread like wildfire—one day your brand is synonymous with trust for millions of people, the next it’s being dragged through the digital mud by a few over a product recall or privacy violation.
Read MoreBranding the Dead
The term “personal branding” didn’t exist when Malcolm McLaren began searing the Sex Pistols’ image into the world’s psyche, creating an inexorable link between their visage and the punk rock movement – and more generally a link between fashion and music. That indelible association has continued unabated, influencing modern art, music and fashion – spawning new industries and creating massive profit based on the images McLaren helped invent. But what does the future hold for McLaren himself? With a family still deeply ingrained in the fashion industry, now left with not only his legacy but his iconic image and the revolution and counterculture it represents – will they choose to brand and sell it the same way he sold punk?
Read MoreCan you really build your brand one surcharge at a time?
Airlines, phone companies, car rental firms, banks, tickets agencies – undisputed kings of the surcharge. Once upon a time these charges were hidden, buried deep within your bill, waiting to surprise you at the end of the month or at checkout. Over the last few years those surcharges have not only been growing rapidly (it [...]
Read MoreHow Local Is Locàl?
For years, global brands have been balancing the need for international consistency with the desire to create local presence – striving to keep their brands authentic yet relevant within different countries, cultures and languages. Leading brands like Coca-Cola, Disney, Nike and Starbucks have significantly tailored their brands to be relevant to the widest number of [...]
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