Articles
WRITTEN IN THE RECORD
Brand change: Insurance, Fast Food beware
Brand Change: Insurance, Fast Food beware Brand change looming for both insurance and fast food brands Marketers and brand strategists, let alone CEOs, rarely think about current events affecting brand change. But brands not aware of how hot topics like climate change...
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Hospital branding is the pits: A look at messaging
Hospital Branding Hospital branding is the pits: A look at messaging Do you believe hospitals care about patients? Do you believe doctors and nurses are excellent at their jobs? How about advancing the care of patients? Whether you believe those or not,...
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Repositioning brands to steal share
Repositioning brands When repositioning brands makes sense Mergers and acquisitions demands repositioning brands to steal market share There are many reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring additional brands...
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Brand relaunching. Reposition for relevance
Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...
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NFL Issues: What’s the future look like?
A look at the current state of the NFL NFL Issues: What’s the future look like? All sports leagues should have these problems. While the NFL issues range from protests to falling ratings to concerns over concussions, the league still remains the most popular sports...
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Branding Positioning: Inside sandwich chains
Brand Positioning: Inside the sandwich chain brands Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close together, with the...
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Brand repositioning. Repositioning brands.
Repositioning your brand. Your brand repositioning is different from rebranding Brand Repositioning Brand repositioning and rebranding share many strategic considerations. And one can dramatically turn INTO the other. But brand repositioning leaves many existing...
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Retail Market Study. Redefining the category
RETAIL MARKET STUDY Retail Market Brand Study. A Failing Market. "The retail market is in the throes of monumental change. Those who change will survive. Those holding onto outdated business models will die." Retail market study. An in-depth look at retail brands...
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Insurance Rebranding. They sure need it.
MARKET STUDY: INSURANCE REBRANDING The insurance market. "Insurance companies— get away from the gecko and Flo, and move into something real." Insurance rebranding. An Insurance Market Study. Our experience with insurance rebranding began when ProAssurance, a medical...
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Breakfast cereal and the breakfast food market
BREAKFAST CEREAL MARKET STUDY A market study on the breakfast cereal category An in-depth market study on the breakfast cereal category A brief history of breakfast cereal Breakfast cereal, especially those loaded with sugar, are losing market share to a whole host of...
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What went wrong with 7 Up? Everything.
What happened to 7 Up? What went wrong with 7 Up? Everything. The 7 Up brand has all but disappeared The primary directive behind building any brand is that you must be single-minded. You can’t be everything to everybody. You must put a stake in the ground and, with...
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Corporate Identity and an ugly misguided logo
Ugly logos mean an ugly brand. Who needs that? Corporate identity must agree with your brand Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly executed, it positions you as...
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Recession. Navigating Downturns and Winning
Navigating Economic Downturns Recession. Navigating Downturns and Winning Remaining Calm Around The Recession The "R" Word Recession? One cannot turn on the business news, visit a web portal, or read a newspaper or magazine. Not without being reminded that the US is...
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B2B Rebranding. Business’s Greatest Asset.
Rebranding in B2B B2B Rebranding. Business's Greatest Asset. B2B rebranding seems like a luxury to many. Because, so much of the business-to-business success is from direct sales. (See a Glen Guard B2B case study here). As a result, B2B marketing is often secondary....
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Global Branding Experts. How do you choose?
Branding in different cultures Global Branding Experts. How do you choose? Is there a difference between being global branding experts and developing unique brands in unique cultures? Global branding experts need more than just experience in your category. They also...
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Best brand companies. Go ahead and pick one.
The Best Branding Companies Best brand companies. Go ahead and pick one. Who are the best brand companies? It’s easy to make a complete list of the best brand companies. There are many branding companies and brand consultants that think they belong on that list....
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Sears and Macy’s. Going Out of Business.
Sears and Macy's. Already dead. Sears and Macy's. Going Out of Business. Are Sears and Macy's in the throes of a death struggle? The problem with Sears and Macy’s won’t be solved with store consolidation, liquidation or closures. And the problem is bigger than those...
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Branding Company Competitors. A sorry lot.
Them. Our Branding Company Competitors Branding Company Competitors. A sorry lot. Our esteemed *branding company competitors They have no idea what they are doing. They are so clueless, that they actually feature and brag about some of the worst excuses for...
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Personal branding forms unbreakable bonds
Branding an Individual Personal branding forms unbreakable bonds Personal Branding Personal branding is the most overused and most misunderstood of all the branding jargon I come across in my job title (Brand Strategist). Luckily I have never been asked to work on a...
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Rebranding do’s and don’ts for marketers
Rebranding do's and don'ts for marketers Many of these mistakes are made every day Rebranding is an effort that shouldn’t be taken lightly. That’s why, when the decision to rebrand is made, it should be completed with honesty and no holding back. Many don’t choose...
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