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Are the concepts of brand and trust contradictory? Charles Green of Trusted Advisor Associates ponders this and related questions:
What’s the difference between trust and branding? Or are they the same? Is Brand Trust an intuitively meaningful term? Or an oxymoron?
While the folks at Brandtrust may recoil from a characterization of the phrase brand trust as an oxymoron, these are valid questions, particularly as we see a direct link between great branding and truth telling.
Green suggests that branding be considered “in terms of [his] Trust Equation: a mix of credibility, reliability, intimacy, and low self-orientation.”
So, the real question becomes: do we or do we not trust the people behind the brand? Do we believe in the integrity of the organization putting out the product or service? Do those people in that company really believe what they say? Do they mean for their product to serve us? Or could they just as well be in currency trading or reinsurance as well as whatever they’re doing, because they’re just in it for the money?
That makes sense to me. In the traditional, personal sense of trust, I trust a brand because of what I believe about the people branding it…
Then Green offers this, the money quote:
Branding may be the social version of the individual connection we call trust. It’s accessibly meaningful in narrow senses like reliability. And, it can have that personal meaning when it comes to the authenticity and trustworthiness of those behind the curtain—the ones charged with delivering the brand.
We could not agree more.
Rather than an oxymoron, branding at its best is all about developing trust.
The outcome of effective branding confers upon a product or place a very human ability to rely upon — to trust — a haloed reputation in selecting among competing choices.
Green’s idea that branding is the social version of personal connection commonly referred to as trust is extendable.
One example. Recently we were asked to explain the differences between the branding of a product, and of branding a place, in this instance a city.
Our answer — there is no difference as both engage in efforts to attract and influence people — may have surprised our questioner, as authorities and consultants with assumed expertise often claim a difference, on occasion confusing advertising with branding.
However, places are like companies — those with effective branding find it easier to sell their products, services and experiences, and easier to attract people and investment.
As with a product, a place can offer personal meaning when it comes to the authenticity of those behind the curtain—those charged with delivering on the experience of a place.
As Green suggests, it’s all about trust.
[More posts about Brand Reputation | More posts about Brand Trust | More posts about Branding Definition | More posts about Brand Strategy | More posts about Branding vs Advertising | More blogs about Brand Reputation]
Friday, May 30, 2008
The Weekly B.S. is a conversation of thought-provoking reports addressing brands and B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation. You are invited to this conversation of brands and the stories they tell.
The Weekly B.S. is hosted by Whisper. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From the New York Times - USA
Banksable
How Tyra Banks turned herself — fiercely — into a brand. Like her hero, Martha Stewart, Banks wants, most of all, for her name to immediately suggest a distinct point of view. Her brand, like her trademark “tough but still smiling” smile, is consistent in all her shows: serious about the frivolous; empathetic and empowering; and always, always aimed at young women, across all races.
From New Vision - Kampala, Uganda
Sport missing out on power of branding
There exists a dearth of strategic marketing thinking in corporate Uganda. There is little effort to position brands, products and companies, to differentiate them from competitors, make them stand out from the crowd.
From the Seattle Post-Intelligencer - Seattle, USA
Amazon finding money in the ‘cloud’
Amazon founder and CEO Jeff Bezos simplified the business of Amazon.com — which has ventured into a whole new arena of computing services — by breaking down its customers into three groups: consumers, third-party sellers and developers.
From The Wall Street Journal - Paris
Dior Pulls Ads With Sharon Stone
French fashion house Christian Dior SA has pulled its advertisements in China that feature Sharon Stone after the actress suggested the country’s earthquake was retribution for its treatment of Tibet. The fact that Dior has become embroiled in Ms. Stone’s political storm is emblematic of the risks for brands that tie themselves to a celebrity’s image.
From mikestopforth - Gauteng, South Africa
When Brand Promises And Experiences Collide…
It’s not often the brand promise matches the brand experience, but when it does, the impression it leaves is priceless.
From The V.Blog - Little Falls, New Jersey, USA
The Trouble With Branding, Why Doing It Right Pays
What’s the trouble with branding? The problem is that branding is being peddled as a brand in itself. Like a hot commodity, entrepreneurs and businesses rush to stock up.
From MarySchmidt.com - Albuquerque, New Mexico, USA
Why “Branding” Shouldn’t Get Any Respect
IHOP will change name to DineEquity, Inc.
From Forbes - New York
Are Customer Testimonials Smart Marketing Tools?
Customer testimonials are a tried-and-true method for promoting your company. Surely potential customers take notice when those you’ve served in the past are eager to step up and recommend your company, right? Maybe, but there are right and wrong ways to do it. Rather than take the brief book-jacket approach to customer testimonials, try a full-blown case study.
From Kipp Report - Dubai, United Arab Emirates
Branding’s spanking new idea
In Dubai, a new crop of indie branding agencies are bucking the factory trend and looking to compete with the industry giants. Can they make a difference to the branding business?
From Advertising Age - New York
TV Ads ‘a Waste of Money’ for the Back-in-Black Gap
The brand once known for its peppy, elaborate commercials has struggled in recent years to attract consumers in an increasingly competitive retail environment. But now that it’s shelved TV advertising — the brand has been off the airwaves for several quarters — and is focusing on merchandising initiatives, Gap seems to be on the right financial track.
From NEWS.com.au - Sydney, Australia
All in the branding
Company branding is not just a logo. It’s all about perceptions, how your customers or clients view your company and the products and services you provide.
[More posts about The Weekly B.S. | More posts about Brand Strategy | More posts about Own The Conversation® Strategy | More blogs about Brand Strategy]
If looking for an example of how an attempt at branding a city can devolve into a meaningless exercise, look no further than the experience of Peoria, Arizona.
Peoria retained the services of a so-called “branding” firm that seemingly approaches the process of branding as the development of a tagline or a logo.
As readers of these pages know, a logo or slogan is not a brand.
As reported in The Arizona Republic, the Peoria “branding process” has devolved into this:
Peoria’s new branding slogan is catching flak from members of the public and the City Council.
Peoria has so far spent more than $100,000 in developing a logo and the catchphrase “Naturally Connected” to better market itself… Peoria’s priorities include attracting a major corporation, medical center and college.
A graphics firm was hired for $30,000 to develop the graphics standards such as colors and style for the logo’s use. Another $81,000 was paid to a consulting firm to develop the tagline and logo. “I do have a real concern with the tagline ‘Naturally Connected,’ ” said Councilman Ron Aames… “I think this is off-mark. I think this is a strikeout.”
Aames said at Tuesday’s study session that North Star Destinations Strategies “missed the point” when it created a tagline that is confusing because it can mean so many different things - that Peoria is naturally connected to Lake Pleasant, its rivers and trails, employment opportunities and amenities.
Instead, Aames said, a tagline should be immediately recognizable, such as Budweiser’s “The King of Beers,” Coca Cola’s “It’s The Real Thing” and Home Depot’s “You Can Do It, We Can help.”
Aames recommended more community input on the city’s branding.
Councilman Aames is correct that Peoria’s new tagline, Naturally Connected, is off the mark. But respectfully, he is wrong in suggesting the solution is “more community input.”
However, beyond the reactions of the many airing opinions in the Arizona Republic - the City Manager, members of the City Council, the Economic Development Director, and city residents - the cautionary tale that is now Peoria’s is an example of how often well intentioned city and place branding efforts go awry.
The Peoria experience reveals how the intelligence of an community becomes negatively focused when a consultant offers a brand solution without a tested process discipline, permitting otherwise smart people operating in a redundant fashion to take potshots at each other, without the individual responsibility for a successful outcome. It is of course, a reflection of the leadership of the organization, or upon the leadership of the consultant with presumed expertise, or both.
In the case of Peoria, evidence points to the consultant as the cause of this train wreck.
Why?
When a “branding firm” plagiarizes - unintentionally or no - work found elsewhere, such as how Peoria’s Naturally Connected is also the tagline for a community in Nova Scotia, it opens a window into how a firm works to develop solutions for its clients.
When the CEO of the same brand consultancy is credited with thinking such as this - “[H]e would be hard-pressed to find a negative to two communities having similar slogans” - while the same CEO’s website claims - “…each North Star client faces a unique challenge that requires a unique solution” - the problem comes into sharp relief.
Perhaps the dilemma is best summed up by this tongue-in-cheek press release from a marketing communications agency broadcasting their eagerness to make obscene amounts of money for mediocre creativity:
“From our perspective, there must be something in the water that’s making them overpay for all levels of mediocrity. We sense a real opportunity to make the most of this.”
For Peoria the result is a Charlie Foxtrot and, unfortunately, a waste.
[More posts about Brand Differentiation | More posts about Brand Positioning | More posts about Destination Branding | More posts about Place Branding | More posts about City Branding | More posts about Peoria, Arizona Brand Reputation | More posts about Brand Strategy | More posts about Peoria, Arizona | More blogs about City Branding]
Friday, May 23, 2008
The Weekly B.S. is a conversation of thought-provoking reports addressing brands and B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation. You are invited to this conversation of brands and the stories they tell.
The Weekly B.S. is hosted by Whisper. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From ERE Media - New York
Southwest Airlines Blog Taps Best of Web 2.0
Labeled “probably the best employment branding site we’ve ever seen, the airline is chatting with you, your neighbor, and your potential next star candidate about lots of Southwest-related things in a new blog, aptly titled Nuts About Southwest.
From The Engaging Brand - Leeds, UK
Does Thinking of a Brand as a Promise Cause a Lack of Ambition?
Many companies cannot articulate what their brand stands for, other than standard lines that cover [1] “Desire for quality,” [2] “Our people are our greatest asset,” [3] “Exceeding customer expectations,” and [4] “Partnering with our customers.”
From the Star-Tribune - Minneapolis, USA
AOL, long associated with dial-up Internet, sheds brand identity to lure specialty audiences
You’ll likely miss the fact that the new Asylum Web site for young men is a creation of Time Warner Inc.’s AOL. Same for WalletPop on personal finance, Spinner on indie music and StyleList on fashion.
From BusinessWeek - USA
Dissed Online? How to Fix Your Brand’s Rep
Today’s consumers don’t hesitate to post their comments, good and bad, on the Internet. Here are some tips for damage control.
From the San Francisco Chronicle - USA
Schwarzenegger calls for ‘rebranding’ GOP
“The Republican idea is a great idea, but we can’t go and get stuck with just the right wing,” California Governor Arnold Schwarzenegger says. “Let’s let the party come all the way to the center.” “The Republican brand is terrible right now,” said Bill Whalen, a research fellow at Stanford University’s Hoover Institution. “It’s been damaged by a weak presidency … and the various legs on which the Republican platform rests have been kicked away.”
From Harvard Business Online - Boston
Why Zappos Pays New Employees to Quit—And You Should Too
Companies don’t engage emotionally with their customers—people do. If you want to create a memorable company, you have to fill your company with memorable people.
From Advertising Age - New York
Hey, That Nutrasweet Looks Like Splenda
“Sweetener users have been trained to look for the color packet that represents a certain sweet taste profile,” said a spokeswoman for NutraSweet. “Consumers use sweeteners by color. Our goal is to improve each color.”
From Advertising Age - Chicago
Coors Soars as Consistent Cold Train Steams Ahead
In the past year Coors’ brands on the top, middle and bottom shelves have dramatically outperformed their competitors, in some cases by exponential margins — and it’s all credited to a single-minded, if mind-numbing, obsession with brand attributes.
From the Chicago Tribune - USA
Change boosts P&G’s Febreze; nearing $1B sales milestone
A brand needs to stand for something distinctive and authentic in the consumer’s mind.”
From the New York Times - USA
Can a Dead Brand Live Again?
What determines whether a brand lives or dies (or can even come back to life) is usually a quieter process that has more to do with mental shortcuts and assumptions and memories — and all the imperfections that come along with each of those things.
From Bizcommunity.com - Cape Town, South Africa
Engaging your people to turn brand strategy into action
When it comes to brand congruency, one of the biggest challenges businesses face is how to get employees to live out what the brand promises in its adverts and external marketing campaigns. The key lies in effective internal communication that brings about particular behaviours in employees that actively reflect and live out the brand promise.
From Colin Walker - UK
A brand is a promise
Blogging is a strange beast, there is no contract between the blogger and the consumer but by setting out your stall and publishing a feed there is an implied promise that your brand will maintain a certain quality.
[More posts about The Weekly B.S. | More posts about Brand Strategy | More posts about Own The Conversation® Strategy | More blogs about Brand Strategy]
Brands and branding are big business.
A handful have clearly understood this truth all along.
Now another respected voice is saying the same thing, in this from Brands in the Boardroom: Key branding issues for senior executives, a publication of Intellectual Asset Management Magazine:
The world’s most famous brands have values that can be measured in tens of billions of dollars –real sums that can be realised through securitisation and other methods of monetisation. You need only look at the interest generated today by techniques for calculating brand value to see that brands are now recognised as corporate assets to be audited and managed along similar lines as a company’s more traditional, tangible revenue generators. Employers, investors and other stakeholders expect those running companies to understand the major principles that drive and sustain brand value: after all, we are talking about what can often be the single most important asset a corporation owns.
We agree.
There is more, of course:
Without question, a brand’s ability to communicate an instant message to target audiences is where much of its power and value lie. A strong brand instils trust in consumers, making them feel confident that the choice they are making offers them high levels of consistency and quality. And a strong brand needs to have an identity and a personality that can be protected in all markets where its owners operate or may wish to do so in the future.
Could not have said it better ourselves.
[More posts about Branding Definition | More posts about Brand Equity | More posts about Brand Management | More posts about Brand Strategy | More posts about Brand Asset | More posts about Brand Personality | More blogs about Brand Asset]
Friday, May 16, 2008
The Weekly B.S. is a conversation of thought-provoking reports addressing brands and B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation. You are invited to this conversation of brands and the stories they tell.
The Weekly B.S. is hosted by Whisper. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From the New York Times - New York
Judge Sides With Red Cross Over Trademark
A decision by Johnson & Johnson, the giant health care conglomerate, to sue the American Red Cross last year for commercializing the Red Cross symbol may be turning into a bit of a disaster for the company
From Ted.com - New York
Where does creativity hide?
Novelist Amy Tan digs deep into the creative process, journeying through her childhood and family history and into the worlds of physics and chance, looking for hints of where her own creativity comes from.
From Conde Nast Portfolio - New York
Buying Chanel (All of It)
A back-of-the-envelope calculation of how much the luxury company everyone would love to buy may actually be worth.
From MarketResearch101.com - USA
Small Businesses Need to Project a Consistent Brand Image Too
How Butterfield Market in New York City developed a brand strategy.
From Business Standard - Mumbai, India
Fund houses jump on the brandwagon
If you think that clothes and watches are the only products that need a brand name to cash in on, then think again. Experts believe even mutual funds need a well-known and dependable image to woo investors.
From The Wall Street Journal - New York
Does Being Ethical Pay?
In our tests, consumers were willing to pay a slight premium for ethically made goods. But they went much further in the other direction: They would buy unethically made products only at a steep discount.
From the New York Times - New York
Citi’s New Slogan Is Said to Be Second Choice
Perhaps the next Citigroup tagline should be “Let’s Get It Right.” Three decades after Citicorp introduced “The Citi Never Sleeps,” Citigroup is borrowing from its past. A “Citi Never Sleeps” campaign began being shown in heavy rotation Sunday. But Citigroup’s marketing brain trust passed on that same idea about a year ago, said people with direct knowledge of the branding initiative.
From the Los Angeles Times - Los Angeles
Mercury may be coming to the end of the road
Speculation is mounting that Ford Motor Co., preoccupied with reviving its Ford and Lincoln brands, might decide to retire the Mercury nameplate rather than spend scarce resources trying to restore its former luster.
From The Faculty Lounge - Philadelphia
Is Starbucks Seattle’s Best Coffee?
I may be the last person to the party on this one, but until this very morning, I thought that Seattle’s Best Coffee was a competitor of Starbucks.
From The Moscow Times - Moscow
Rebranding Gazprom
The transfer of presidential power to Dmitry Medvedev will likely mark a turning point in how the world views Gazprom. As much as anything else, Medvedev is expected to preside over the “rebranding” of Russia on the global stage and of its energy sector. This inevitably means a major rebranding of Gazprom as well.
[More posts about The Weekly B.S. | More posts about Brand Strategy | More posts about Own The Conversation® Strategy | More blogs about Brand Strategy]
At Harvard Business Online, a discussion of the shrinking advantage offered by traditional advertising models:
Quick – what’s the top brand in the world? Coca-Cola? Nope. IBM? Nope. One of GE’s stable of brands? Wrong again.
All these players are near the top. But the most powerful brand in the world today is…Google.
Now, that might seem superficially logical. But from a strategic point of view, it’s nothing short of astonishing. Why? Because every other player in the top ten has spent decades – if not literally centuries, as for P&G and Coke – investing billions in advertising to build a brand.
But where these players invest on the order of 5-10% of revenues on advertising, Google’s advertising expenditure is almost exactly zero.
Stop and think about that for a second: the top brand in the world belongs to a player that…uhhh…doesn’t advertise.
The author confuses advertising with branding, when they are in fact two different disciplines. That said, we like his column, as it leads with a demonstration of the differences and surfaces a number of real world questions. And, we agree with the author’s definition of brand.
As quoted previously on this page:
Advertising…is the tax you pay for an ineffective brand.
Let’s talk if you want to further understand the differences, and how you can materially decrease and even eliminate that 5-10% expense line.
[More posts about Branding Definition | More posts about Brand Definition | More posts about Brand Strategy | More posts about Branding vs Advertising | More blogs about Branding vs Advertising]
In 2004, the Greater Wichita Convention and Visitors Bureau took a swing at developing a brand for their wonderful city.
They struck out.
Wichita’s We Got The Goods lives on. But now, Wichita may have a bit of unanticipated competition. Seems at least one organization believes a country may wish to lay claim to Wichita’s “brand”:
“Finally a slogan that sums up the advantage of an emerging superpower! You can wear this shirt with false American pride or as a semi-ironic quip about America’s future as China’s retail shop!”
Whether from China, or Wichita, you may order your We Got The Goods t-shirt here. In red or lime green.
[More posts about Brand Differentiation | More posts about Brand Positioning | More posts about Destination Branding | More posts about Place Branding | More posts about City Branding | More posts about Wichita Brand Image | More posts about Brand Strategy | More posts about Wichita Advertising | More posts about Wichita | More blogs about Destination Branding]
Friday, May 9, 2008
The Weekly B.S. is a conversation of thought-provoking reports addressing brands and B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation. You are invited to this conversation of brands and the stories they tell.
The Weekly B.S. is hosted by Whisper. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From Ted.com - New York
What we can learn from spaghetti
Tipping Point and Blink author Malcolm Gladwell gets inside the food industry where differences between chunky and smooth, spicy and mild, sweet and sweeter, can mean the difference between success and failure.
From the New York Times
The Risks of Brand-Building in the Winner’s Circle
Minutes before he was to appear live on NBC on Saturday as the presenting sponsor of the Kentucky Derby, David C. Novak, the chief executive of Yum Brands, says he was in the dark. After stepping onto the winner’s circle podium and squinting into the sunlight, Mr. Novak grinned as the NBC announcer Bob Costas handed him the microphone. “Well, Bob, what a great day for the commonwealth of Kentucky and the world. On behalf of Taco Bell, Pizza Hut, KFC, Long John Silver’s and A&W, Yum Brands is the proud sponsor of the greatest event in the world. Thank you very much,” he said, ticking off Yum’s brand names. By the time Mr. Novak spoke, though, bloggers, reporters and NBC itself were already telling of the collapse of Eight Belles, who broke down after finishing second and was euthanized.
From Media Post - New York
Scotts Miracle-Gro Takes A Page From Nike In New Ads
“What we have done in the past is much more functional… [We] spoke to people who are already gardeners.” The new effort, is Miracle-Gro’s version of “Just Do It,” Nike’s brand effort that’s less about the shoes than getting out and exercising.
From Emirates Business 24/7 - Dubai
Branding a key component for development of airlines
No amount of branding will be of any use if an airline does not bring its staff into creating an experience.
From Advertising Age - New York
Brand Interactions Are the Future
If brand 1.0 was Coke, built on a solid foundation of marketing, then brand 2.0 is more like Google, built on an ecosystem of experience and natural word of mouth referrals.
From Advertising Age - Batavia, Ohio, USA
Dove’s ‘Real Beauty’ Pics Could Be Big Phonies
Photo retoucher says he improved images in controversial campaign.
From trendwatching.com - Amsterdam
Three new eco-trends that will bring in the green
A hands-on take on how the branding and design of eco-goods and services is about to enter a new phase. You can readily apply all of these examples and insights to your own business and brand.
From Harvard Business School’s Working Knowledge - Boston
Connecting with Consumers Using Deep Metaphors
Think of famous brands you know: Hallmark cards and Coca-Cola soft drinks, for example. What do these products have in common for consumers? An emotional meaning that taps into thoughts and feelings related to the positive aspects of transformation.
From TheStreet.com - USA
Emotional Branding: Here’s What Love’s Got to Do With It
When customers feel an emotional pull toward your brand, they spend less time reasoning through differences in pricing. You’ve gained their trust and are rewarded with their loyalty. Once a consumer’s emotions are involved, you’ve injected real power into your brand.
[More posts about The Weekly B.S. | More posts about Brand Strategy | More posts about Own The Conversation® Strategy | More blogs about Brand Strategy]
We are fans of Trust Matters, the respected blog hosted by Charles Green of Trusted Advisor fame.
A Trust Matters commentary, Great Selling By Truth Telling: A Best Buy Tale, should be required reading for those who think branding is simply “advanced” advertising, a stereotype captured in this quote:
[S]ome people feel this is a sucker’s game. It’s sales right? The point isn’t to tell the truth, it’s to not get caught not telling the truth? To look like you’re telling the truth, not to actually tell it.
Market research reveals some 75 percent of Americans disbelieve and distrust advertising.
As Charles Green frames it:
Telling the truth is not stupid, wussy, or bad business. Far from it. It’s very good business.
We agree. Telling the truth — authenticity — is one requirement of effective branding.
[More posts about Branding Definition | More posts about Brand Definition | More posts about Laws Of Branding | More posts about Brand Strategy | More posts about Branding vs Advertising | More blogs about Branding vs Advertising]
Friday, May 2, 2008
The Weekly B.S. is a conversation of thought-provoking reports addressing brands and B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation. You are invited to this conversation of brands and the stories they tell.
The Weekly B.S. is hosted by Whisper. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From Real Business - London
The case for branding: lessons on how to raise your company’s profile
Were I asked to name the single most important thing a new company should be thinking about, it would be branding. The second most important thing a company should consider is… branding. And the third most important consideration? You get my drift. Branding.
From BBC News - UK
How deep is Austria’s image problem?
“Land of the Lost Children”, “Land of the Dungeons”, “Horror land” - there are growing concerns among Austrians about the international image of their country.
From Money Management - Chatswood, New South Wales, Australia
Planners fail to tap into the power of branding
Many overlook the power of branding in engendering trust. Branding enables you to distinguish your business through intangible attributes that are not easily replicated by your competitors, thereby providing you with a sustainable competitive advantage.
From USA Today - Glendale, California
Comeback is on the menu at Applebee’s
The brand that Applebee’s built was almost like Cheers, where people knew your name. It wasn’t just a place to eat. It was a gathering place.” It also had a halfway decent coolness quotient. No more.
From Random Process - Vancouver
On Focus
Unfocused brands don’t give consumers a consistent starting point to talk about. It impairs the conversation by giving people multiple starting points and creating confusion about what the brand represents. It also makes it harder for consumers to make a decision about the brand’s place in their lives because you are now making them work.
From Harvard Business School’s Working Knowledge - Boston
The New Math of Customer Relationships
It’s the E=MC2 of customer loyalty. Deeply satisfied employee = deeply satisfied customer = lifelong profit.
From the International Herald Tribune - Beijing
Hoping for a global brand made in China
When you get right down to it, Nike is a branding company. To compete, Chinese companies such as Li-Ning will have to become one as well.
From Multichannel News - New York
Oxygen Rebrands With a Big ‘O’
The women’s network — emphasizing its role as an entertainment destination for younger females, “Generation O” — will roll out its new look [and tagline] across all its platforms, linear and digital, in June.
From New Scientist - UK
Were Mesopotamians the first brand addicts?
Product branding first emerged in ancient Mesopotamia, the birthplace of cities and writing.
From TheMarketingBackpack - New York
Levi’s Project 501 - A Case Study
[A]n example of how powerful online and social media marketing can be. Not only does it bring awareness to your product or service…it also creates brand advocates who will love your brand and become a mini-advertiser for you for free.
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Friday, May 30th, 2008 - 8:21pm |
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