What do laundry detergent, French Bordeaux, blue jeans and Martha…
The One Brand that Breaks All the Rules: Kirkland Signature
March 6th, 2009 · 54 Comments
Tags: Brand Experience · Brands · Naming · Product Positioning
When is Destination Branding Really Destination Blanding?
June 2nd, 2008 · 5 Comments
It seems that having a nice town that people like…
AOL's Troubling Brand Evolution Efforts
May 19th, 2008 · 2 Comments
That’s right: your grandmother’s dial-up service isn’t just for retirees anymore. This is one of several attempts AOL is making to create key brands aimed at audiences with whom the core AOL brand doesn’t resonate.
Tags: Brand Architecture · Brands
Creatives Have Nothing to Fear – Except Poorly Designed Research
May 9th, 2008 · 2 Comments
There always has been and likely always will be a…
Building an Authentic Brand: Walk the Talk, or Go Home
May 1st, 2008 · 4 Comments
A former boss once asked me if I knew what the most important word in the English language was. “Perspicacity?” I offered keenly. “Persiflage?” He shook his head, paused for effect, and with great sobriety said: “Authenticity.”