It is easy to laugh at other businesses because they screwed up and couldn’t get something as simple as a decent brand right. However, as easy it is to laugh at the company that found itself knee-deep in the mire of a huge Effexor lawsuit, it is equally difficult to remember something important. Businessmen tend [...]
Sometimes, branding has continuity. For example, Brother printers and Brother printer cartridges are unlikely to change their brand message and values unless something drastic happens. This is because they’re not strictly new products, but superior versions of older models, so they can build on the branding of their predecessors. However, it can be hard to [...]
Most tourists to the Philippines are first exposed to the wonders — and horrors — of Filipino cuisine in massive buffet houses, where endless urns of brown, congealed stews sit quivering alongside folkloric South Seas shows and crooning, barong clad waiters. Sosing’s, a legendary street-corner stall, is also a so-called turo-turo-meaning “point point” at whatever [...]
People are always looking for something sensationally new, something they’ve never thought of before, something that can be the definitive trend of the twenty-first century. Of course, ideas and concepts in branding are no exception. There have been many advances and innovations in the creation and study of branding image since marketers found that the [...]
At this point, anyone that doesn’t know that professional wrestling is all for show has likely been hiding under a rock for the past several years. Gone are the days when the fiction that these promoters had, “kayfabe,” was so sacred that Terry Bolea (Hulk Hogan) refused to testify in court because doing so would [...]
Companies who cater to younger customers, like tweens and teens, are certain to have different marketing strategies than when dealing with an older target market. In the early years, children are not at all susceptible to brand name goods. The desire to buy known brands is instilled by mass media and probably their families and [...]
Branding is vitally important to your success. A well-planned and organized marketing strategy will introduce your product or the name of your company to consumers. The method in which you market – advertise – is very important. Marketing to the right consumer group is also very important. You need to reach people who are not [...]
Let’s cut to the chase. Either local or global brands will ultimately prevail. A brand can be defined as the relationship between a product and its consumer. The company’s role is to create a total product experience that will satisfy the consumer’s wants and needs. If the company’s methods are effective, the result is the [...]
An efficient business model together with innovation is essential to stay ahead of the competition. However these are not enough for a successful brand. Here are the basic elements required: 1. A great brand experience This is not only limited to the product or service, but every contact the customer has with the brand. 2. [...]
Branding seems like the sort of thing that only big businesses or monolithic corporations use, but even a small start-up can get some mileage out of it. One thing to remember is that, inevitably, the logo is less important than how it is used. Given a choice between MSN and Google, which one would be [...]
