BUILDING GLOBAL BRANDS Global brand building There are an art and a science to global brand building. If you manage or own a multi-national brand, you need a global branding agency skilled in that science. But if your brand is smaller than global, you need it too....
Brand Design Agencies Brand design agencies Think for a moment about why you searched for brand design agencies. You are looking for someone to create a logo or design support pieces for your brand. Some are looking at brand design agencies because they need to...
Don't be a branding fail By Tom Dougherty Don’t be a branding fail: Three questions to ask yourself Fast Company published a list of the 25 most spectacular branding fails of the last 25 years yesterday. And you can read about them here. But what’s more interesting is...
Authentic Marketing By Tom Dougherty Authentic marketing emerges – or has it? We’ve seen many marketers adapt to the pandemic, with varying results. One strategy that’s emerged is the rise of authentic marketing. What do I mean by that? Well, consider this. A study by...
Dental brands Dental brands: Why they are their own worst enemies Like most industries, dentistry faces consolidation as the number of Dental Service Organizations (DSOs) grows. There are numerous reasons for this, but their growth signifies change happening in...
Successful Brands By Tom Dougherty Successful brands leverage scarcity and exclusivity It’s a simple fact. Successful brands are the ones that are seemingly exclusive. As though you’re part of a club with only a few select members. A kind of scarcity exists. As...
Retail's problems include sporting goods retailers Sporting goods are not immune The outdoor and sporting goods segment sees its share of shake ups that mirror what’s taking place in the retail industry as a whole. Large big box chains like Sports Authority have...
A market study of major appliances MARKET STUDY: MARKETING MAJOR APPLIANCES “Aligning with a belief, now that is something different and in marketing major appliances. Brands would be wise to pay attention, because the opportunity is there to steal market...
Choosing a branding company By Tom Dougherty What to consider when choosing a branding company When choosing a branding company, there’s a few things to remember. Branding companies promise to completely understand what your brand means. In the most basic...
Capella University brand By Tom Dougherty Capella University brand understands brand basics others don’t It’s sad, really, that so many brands fail to realize the world has permanently changed. A failure to see the customer is in charge is what’s driving retailers...
Brand consulting Our Brand Consulting. It’s about Strategy Brand consulting The term brand consulting gets a bad rap. And that’s what it deserves. As a brand consultancy, we counsel our clients to close their eyes, say their brand name, and notice what...
The Demise of Kodak Think Kodak Failure. Think You Sell What You Make. The Kodak failure should make us all take a breath. When you make a list of the world’s strongest brands, a few names surface quite regularly. Coca-Cola, Starbucks, Apple, Sony, Disney, Microsoft,...
