Posts filed as Branding Strategy

Over on the CrackerJack Marketer site, Paul Williams and I have been giving our perspectives on important marketing matters like Brand Style Guides and What Matters Most to Consumers: Brand, Price, Convenience, or Something Else? We’ve also tackled taglines by

No decision is too small to sweat for Apple. We see that in the design of their products and in the design of their retail stores. Apple’s attention to the smallest of details is similar to Disney’s attention to small details in all its theme parks. Which is interesting because “… more people now visit Apple’s 326 stores in a single quarter than the 60 million who visited Walt Disney Co.’s four biggest theme parks last year”

Most every marketer who has worked on creating ads, signage, and anything else promoting their business knows the Logo Test. It’s a simple test to determine if the marketing piece you’re working on uniquely communicates your business or brand. To

The Wall Street Journal recently ran a profile on Restoration Hardware and its reemergence as a great brand. Much of the article centered around the design and management style of Gary Friedman, Restoration Hardware ceo and chairman. “Great brands don’t

The Brand Autopsy Archive Project 1,400 posts since December of 2003. That’s a lot of HMOs (hot marketing opinions) served up on the Brand Autopsy blog. For this week, we’re going to revisit five vintage posts from the Brand Autopsy

As part of my project work with The Keller Fay Group, I’m digging into their archive of research findings and providing insights, which marketers can use to better tap into the power of word of mouth. Keller Fay recently released

One of the more interesting scenes in the TOUGH LOVE screenplay is when Vivian Kane, Denny Williams, and John Coffey spend an afternoon talking with Galaxy Coffee customers and employees. For Vivian, the company cheerleader who thinks Galaxy can do

Vivian Kane is a principal character in the TOUGH LOVE screenplay. She has worked in the Galaxy Coffee marketing department for over a decade and the Galaxy Coffee company culture runs through her veins. She’s a company cheerleader all the

In SAVE THE CAT! STRIKES BACK, Blake Snyder, accomplished screenwriter, shares “seven warnings signs” a writer has a great idea for a screenplay. It’s a good list and with a little massaging, Blake’s list also works for marketers. Here’s my

In my TOUGH LOVE ebook, it’s not hard to figure out that “Galaxy Coffee” is Starbucks Coffee. So when the screenplay depicts the drive, drama, and decline of Galaxy, it’s really business commentary on the goings-on with Starbucks. There’s a