Articles
WRITTEN IN THE RECORD
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
MARKET STUDY A market study on the breakfast cereal category An in-depth market study on the supermarket breakfast cereal and 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 Corporate identity and your logo Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly...
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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? Global Branding Experts 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...
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Best brand companies. Go ahead and pick one.
The Greatest 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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Cree LED lightbulbs have lost brand power
Cree's Failure Cree LED lightbulbs have lost brand power Cree LED lightbulbs. An Example of surrendering initiative. For Stealing Share, Cree LED lightbulbs is in our backyard. I follow the company because it is great to see a local company innovate and win. I...
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Department Store Rebranding: Mandatory
A Rebranding Strategy for Department Stores Department Store Rebranding: Mandatory Why talk about department store rebranding? Because the department store market and the retail industry needs a complete reset (read a detailed market study of the entire retail...
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A case study in rebranding GlenGuard
A case study in rebranding: GlenGuard Research returned a new idea Rebranding GlenGuard is a great example of the rebranding process. The world of fire resistant (FR) fabrics is a complicated one because its providers have several audiences to reach. There are...
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Sporting Goods are not Immune to retail trouble
Retail's problems include sporting goods retailers Sporting goods are not immune The outdoor and sporting goods segment has seen its share of shakeups over the past couple of years. Large big box chains like Sports Authority have closed stores or closed shop...
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How grocery chains can beat Walmart
How grocery chains can beat Walmart The key? Don't copy Walmart The bad news for grocery chains is that they have become a cauldron of consolidation. The past few years have seen major grocery chains buying smaller competitors to forestall the Walmart takeover of the...
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What bank leaders can learn from Wells Fargo
Wells Fargo What bank leaders can learn from Wells Fargo The Wells Fargo cross-selling scandal will affect more than just it and its customers. The scandal will affect the entire banking industry, which means banking leaders must be beware of simmering anger with...
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Logistics – Parcel delivery market study
MARKET STUDY Logistics and the parcel delivery market "No one in the space has given anyone any reason to care...In short, they all work." Logistics – Parcel delivery market study Logistics particularly as it relates to the consumer delivery business is a two horse...
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Population health is an opportunity
Community Health Care Population health is an opportunity Population health is a top concern, but it represents an opportunity The Affordable Care Act has affected everything for hospitals, including the struggle to be financially successful. Notably, however, it...
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