Creating Category Intrigue Builds Brand Intrigue
“Customers don’t care about new brands, they care about new categories.” -- Al and Laura Ries
Branding Strategy Post Archive
“Customers don’t care about new brands, they care about new categories.” -- Al and Laura Ries
Ernest Dichter is a name every marketer should know.
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 conduct a Logo Test, simply replace your company’s logo for a competitor’s logo in the…
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 Archives. Enjoy… BACKSTORY | April 1, 2011 Howard Schultz is doing a full throttle media…
Communicating a new and improved position is totally of the fast food mindset.
As part of the Post2Post Book Tour, we’re pimping Tom Fishburne’s newest collection of cartoons illustrating the funny side of business life in the trenches of brand management. BRAND CAMP is basically Dilbert for Marketers. With Dilbert, Scott Adams focuses on finding humor in every department of a big business. On the other hand, Tom,…
I’m not as unsettled about Starbucks selling smoothies as I am about Starbucks approving this billboard: LOCATION: Northbound & Southbound on I-35 (near Temple, TX) Sadly, this is another decision the company has made which has “… lead to the watering down of the Starbucks experience, and, what some might call the commoditization of our…
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Brand-building is an exercise we businesspeople get excited about. I’m very much devoted to helping businesses build their brand. But in doing so, I focus less on implementing “Branding Strategies” for businesses and instead, focus more on amplifying Being Strategies of businesses. I truly believe that you cannot create a brand before you create a…
If you are just joining us, this is the third (and final) post in a series where we are digging deep into Alex Frankel’s PUNCHING IN: The Unauthorized Adventures of a Front-Line Employee. (You can play catch-up by reading the FIRST POST and the SECOND POST.) Since PUNCHING IN reads more like a cultural studies…