brand strategy consultants

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Merry Christmas & Happy Hajj, Kwanza & Hanukkah

No pithy comments today. Rather, this from our friends at Igor via Wordlab.

And Happy Kwanza.

And Happy Hajj in January.

And, ignoring the admonition of some, Happy Holidays.

A COO on Brand Management

Subroto Bagchi, Chief Operating Officer of MindTree Consulting, has this to say about how an organization should own the task of brand stewardship, as reported in the Hindu Business Line:

“…The [brand] vision has to be communicated internally and externally. Formulation of the vision and driving it strategically…should not be abdicated to the advertising agency or the public relations agency.”

piebar: How Naming A Restaurant Drives Consumer Traffic

While traveling this past week in the U.S., we visited a new casual dining concept in Atlanta.

piebar logo piebar is a good example of how any branding project is really a competitive positioning project; first, determine your brand positioning within the context of your competition and market, then name that position.

We found the name seductive, so we stopped by and checked it out.

The folks behind piebar nailed the name of their new destination restaurant, in part as it demonstrates a key point of competitive difference given the food menu focus. To drive repeat business, the consumer experience must live up to the promise of the name. Go visit, or take a look at the piebar website, and tell us what you think.

From College to University: The Story of a New Brand

We are currently engaged in transforming a college into a university.

With nearly a proud century of tradition, and more recently under dynamic leadership, this institution has over the past decade achieved impressive year over year enrollment and campus growth. The institution includes seven campuses, and is growing an aeronautics and aviation specialty. It faces the challenges of an admitted nondescript brand fighting to break through to mass recognition within a global culture.

How will we do it? By collaborating with our client to uncover the obvious, and drawing to the surface a deep emotional connection previously overlooked.

With the results soon to be announced, stay tuned.

Intel Seeks Emotional Brand

Intel logo

Intel is engaged in a major rethink of its brand strategy, according to this report:

Intel employees already are briefed on the details of the new brand… It’s an open secret that Intel always envied the emotions covering brands such as Apple…so it should not be too much of a surprise that Intel is heading towards an emotional brand as well. “The new brand promise will establish a personal and emotional tie between Intel and consumers all over the planet,” we were told. To explain its branding strategy, the company even pointed to Apple’s iPod Nano - and called it a “marvel of marketing.”

Intel will announce the new brand in mid-December.

For effective branding not only must a product be good, the product must also feel good.

Will Intel be able to duplicate the emotional immediacy possessed by brands such as Apple, or Virgin, or Disney? Will the Intel brand feel good?

Let’s watch.

Le Pain Quotidien Bakes A Brand?

LePainlogo2 We attended a book signing last evening hosted at Le Pain Quotidien in Beverly Hills, California. Chef Alain Coumont, the baker behind Le Pain Quotidien, signed copies of his just published cook+book. His tome is part autobiographical, part entrepreneurial guide and, yes, part cookbook.

This rustic bakery concept originated in Brussels. With some 58 shops located in markets such as London, New York, Los Angeles, and Rome, the company plans, according to one report, to make its way into other global markets.

The company is attempting to create for its customers a compelling story, one demonstrated at every touchpoint in the retail experience. If successful, Le Pain Quotidien will stir powerful emotions that transcend its bakery products to become something far more – a meaningful part of the lives it touches through a relevant, repeatable and evocative experience.

It’s the difference between attracting the consumer, rather than chasing them.

The difference between competitive advantage revealed daily on a P&L, or just another bread shop.

Tasmania Brand Strategy Claims Purity, But We Know Better

PureTasiPhoto

According to a press release by the Tasmania government, the Federal Group of this Aussie state brands itself Pure Tasmania with the tagline Shift Your Senses.

Only one problem.

NewZealandlogo Barely 1700 kilometers/1000 miles away, New Zealand earlier staked out the PURE position among tourism brands, with its 100% Pure campaign. And, on its home page, Tourism New Zealand relies upon Excite Your Senses as a key message.

In announcing the Tasmania initiative, we have this from Tasmania’s Premier:

The Premier Paul Lennon this evening launched Pure Tasmania – the new Federal Group branding.

“Pure Tasmania is a very positive step not just for the Federal Group [owner of hotels and Tasmania’s two casinos] but for the Tasmanian tourism industry as well,” Mr. Lennon said…

“The Group is to be congratulated for its vision and commitment to further enhancing the experience of the discerning tourist.”

“Tasmania needs to take its brand management to the next level to maintain our competitive advantage and point of difference and that is exactly what the Federal Group has done.”

Point of difference? Competitive advantage? Hmmm.

One Tasmanian design professional describes the Pure Tasmania logo as a “stock-standard one which most tourism bodies would use.” We agree.

As exciting as a new brand for Tasmania’s Federal Group could be, one would expect the wisdom of Gandalf guiding this endeavor. We are left with a bushranger instead.

Whisper On The Move - San Francisco

Our San Francisco office has moved to a new space in the heart of downtown, a block from Union Square. Details are found on our Contact page.

Whisper On The Move - Bucharest

Our office in Europe has new digs in Bucharest. Our man on the ground, Stefan, says the move is complete. Look for the new address on our Contact page.


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