When to celebrate your brand’s history?

Let’s say you are managing a brand that is about to celebrate its 25th-year anniversary. An interesting question pops up: Should you promote your company’s length of life? Should you say something like, “Since 1990”? When does it make sense to celebrate your brand’s history? What’s the right thing to do?

Symbolic Meaning of Numbers

Are you considering to use numbers as a part of your brand? Then, you may want to learn about the symbolic meaning of numbers! For instance, why do you think 7 is the world’s most popular number? Or does 5 have a gender? Which of the following is better to convey a sense of uniqueness?…

How to create a buyer persona?

“Our target audience is 18-48, female and male, C1, B and A.” You might have heard a similar nonsense statement before… The above sentence is a feeble -and rather soulless- attempt to describe a “target” “audience”. I am categorically against using such lingo as it’s a completely outdated way of thinking. I also believe that in this day…

Health for all. All for health.

(The below article was written for the city of Izmir to support its bid to host EXPO 2020. Although Izmir lost the bid to Dubai, it is my utmost hope that the ideas in this article will help Izmir in its noble pursuit of creating a healthier planet.) The World Health Organization defines the meaning…

Systematic Solutions for Toronto Raptors – Part 2

Previously we looked at Toronto Raptors not as a team, but as an organization and identified the root cause of the Raptors’ perpetuating mediocrity: “Shifting the Burden.” Let’s continue from where we left off… A rising tide lifts all boats. J.F. Kennedy

How to make the invisible visible?

Let’s play a game: Try to imagine a public park that is an acre big. What comes to your mind? How large is it? How easy was to visualize it? And, how long do you think you’ll be able to remember it? We all know an acre is a sizable piece of land, but we…

Know Canada?

Below, is the comment I left on an article on Brand New. My thoughts on Canada’s new campaign generated some interest, so I decided to share them with you. Enjoy it!

Are you asking the right questions?

Have you ever left a meeting questioning why you were summoned? What was the goal? What did you try to achieve? Well, I have been to too many meetings where I felt we wasted valuable time and effort. Also, I took part in so many branding projects that did no go anywhere. I know I am…

Brand Jordan

NBA lockout is about to end. The hot topic of discussion is what’s the damage to Brand Jordan? Michael Jordan is arguably the greatest basketball player of all times. But his skills and will are not enough to explain how he became the magnetic person that he is. During his Hall of Fame induction speech,…

You and me: The Brand Relationship Theory

Do you love “the Office?” I do… In one of my favourite episodes, Michael Scott got herpes and wants to know who gave him the disease. He starts working backwards through his partners, chronologically. Michael Scott, being the man he is, instead of informing his past partners of his infection, he asks them relationship-related questions…

Smoothies and Tim Hortons… Success or failure?

Last week we talked about Starbucks’s recent experiment of serving alcohol in some of its locations. We ended up recommending them to create a second brand. We also said, on our next article we will focus on a successful line extension from Canada: Tim Horton’s, one of Starbucks’ archrivals. For those of you who are…

Alcohol and Starbucks… Success or failure?

I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and announced that it aims to be more than a coffee company. The brand’s little experiment clearly shows that it means it. But I think such…