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  Talk back with Stealing Share® brand experts through our branding blog on a variety of current news and notes about brands today. Read our insights and brand ideas on the good, the bad, and the ugly. · Banks Need to Grow at The Expense of Their Competition We hear it from financial institutions all the time: How do we increase our market share?Strategically, the answer is simple - Change your message. Are you already telling prospects you have the best rates, friendliest people, and most convenient ATM's an branch locations. Well guess what, s......more Ryanair joins Airline Losers Just the very next shoe to drop in the ailing airline industry. Ryanair demonstrated that its only brand promise was "cheap" and in order to maintain that promise they lacked brand permission to raise prices to compensate for increased fuel costs.Southwest had a small respite in the way in......more Continental's Message Resonates
Continental Airline's message Is resonating. Will they deliver the goods in changing a flawed operations pardigm? Stay tuned! Even the airline industry model could change Among all the problems airlines have - rising fuel costs, labor unrest and passenger dissatisfaction - there is also something wrong with their business model and it may not be long until they change it.Think of this: From our home office in Greensboro, NC, it would cost $124 one-way to Fort Lauderd......more The Airline Industry - All Wrong
Check out the article below. Another indication of how the Airline Industry's inability to come to terms with the fact that they have not developed any brand preference for their services is the root of the issue. Sears & KMart... is it any surprise?
NEW YORK (Reuters) - Sears Holdings Corp (SHLD.O) reported sharply lower quarterly profit on Thursday as sales at stores open at least a year fell at its U.S. Kmart and Sears stores. Staples needs to steal market share NEW YORK (Reuters) - Staples Inc (SPLS.O), the biggest U.S. specialty retailer of office supplies, reported lower quarterly profit on Tuesday, hurt by a charge related to a class-action settlement and lower same-store sales in its U.S. stores...The company said it expects to achieve earnings per sha......more Wendy's Woes
PHILADELPHIA (Reuters) - Hamburger chain Wendy's International Inc. (NYSE:WEN - news) said on Monday it would explore the possible sale of the company instead of other restructuring options. How to stop teens from smoking? Are you listening Philip Morris?
I was listening to a news story on the anti-smoking advertising campaigns on my way to work this morning. Apparently, the Philip Morris Company's campaign to discourage teenagers from smoking is not working. What a surprise! Brand should be simple Funny how complicated things can become. It can be amusing at times but when it comes to brand messaging it is a fatal misstep. The purpose of your brand strategy is to make the decision making process easier for your potential customers, it is not to add a level of complexity to an already comple......more When should you change your logo? Change your logo only when the change signifies a sea change in your brand itself. To often, updating a logo is seen as a tactic and not as a fundamental strategy shift. Without a change in brand permission or brand message — a logo change is an expensive self indulgence because it usually m......more What is wrong with advertising today? Agencies have decided that the only way to influence customers is to "entertain them" and so clients are forced to "trust the creative juices" of the advertising agency. This process of ad creation is both wasteful and also negligent. If it were possible to KNOW what is entertaining — then there w......more The Super Bowl Is an Ego Trip We could not help getting the feeling that Super Bowl advertising is less about business than an ego trip for the advertising people at the advertisers and at their ad agencies, each addressing not the prospect, but their peers and competitors in the advertising industry, so that they get some bragg......more Missing From Super Bowl Ads
We are not going to go into all the individual commercials shown during Super Bowl XLI. We are going to mention a few that seemed to show some strategic or executional brilliance, even if these still failed as a whole. Budweiser Super Bowl Ads Overall, all three commercials, for both the original Budweiser and the new Budweiser Select left us with the impression that there is not much strategic process in the marketing and advertising departments at Anheuser-Busch......more
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Brands today run the gamut from masterful to dreadful. More than just being “appealing” for the companies they represent, brands can contribute to the loss of market share just as much as they can steal it.
The ego of advertising agencies often wastes valuable assets – monetary and brand equity.
Without a clear understanding of your brand’s overall context, it’s easy to get trapped within your company’s culture.
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