Category Archives: Branding

When brands unite, it’s not necessarily “‘til death do us part”

Do due dilligence before entering into a branding partnershipThis extract from a Women’s Wear Daily article bespeaks the risks involved with co-branding and adopting a celebrity as part of your brand.

“…Target faces the task of replacing a major revenue generator for its clothing business: designer Isaac Mizrahi, who is becoming creative director for the Liz Claiborne brand. Mizrahi’s line did about $300 million at Target and analysts estimate the retailer will have to replace $400 million to $500 million of lost revenue upon his departure, given that shoppers buying Mizrahi clothes also bought other products while there.” Continue reading When brands unite, it’s not necessarily “‘til death do us part”

Relevancy or Novelty: which is more effective?

IBM small business ad from the mid-1960’sThis headline from PW World’s Business Center caught my eye and made me chuckle.

IBM Targets Small Businesses.

Why? Because over forty years ago I worked on the IBM Data Processing Division account while at Marstellar Advertising.

What goes around comes around.

We were charged with promoting IBM’s then-unique idea of appealing to smaller businesses. Their plan then, as now I suspect, was to capture data processing customers at the very beginning and then grow with them. As the IBM systems helped them grow, the systems themselves would also grow. Continue reading Relevancy or Novelty: which is more effective?

The branding platform should reflect employee participation in the brand

Continuing with stakeholder profiles and info that’s of value in developing a brand – and therefore needs to be documented in your Brand Profile – I’ll address employees today.

After consumers, I’d say employees are the most important stakeholder group for most organizations. Continue reading The branding platform should reflect employee participation in the brand

Make your brand relevant if you want consumers to care.

I have a new hero.

His name is Allen P. Adamson, a Managing Director at Lando Associates and the author of an inspired book, BrandSimple: How the Best Brands Keep it Simple and Succeed. He also blogs at BrandSimple. Continue reading Make your brand relevant if you want consumers to care.

Profiling customers and prospects for the brand platform

In describing stakeholders for your brand platform, prospects and customers are usually considered the most important groups.

For products, this is a fairly easy task (unless you’re launching a new technology with lots of potential applications) because products are usually developed with a customer profile in mind. There’ll be research performed as to the number, the demographics and the psychographics. Continue reading Profiling customers and prospects for the brand platform

What’s the big idea?

The Big Idea is the core of the brandIf you’re building a brand, that’s the first question to ask. What is it that sets your business/product/service apart from your competitors?

If you can define a unique idea and you can build a viable business delivering on it, you won’t have any trouble branding it. The idea will be the brand.

That’s what sets Target apart from Kmart, Wal-Mart and all the other discounters in America. Target found an idea: good design. No one else was delivering it, much less claiming it. Today, good design is an attribute the American market is both aware of and appreciative of thanks to Target to a great extent. Continue reading What’s the big idea?