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?

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 I am categorically against using such lingo as it’s a completely outdated way of thinking.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…

How to Create a Brand Architecture for Private Label Products

Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, which is twice as much (!) as the profit they make from other brands. Consequently, so far PL has been treated as a “cash cow.” Money was invested in PL the product, not PL…

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…

The evolution of private label brands

Did you know that private label brands (PL) have been around for almost a century? Back in 1928, it was the Swiss, who introduced the concept. And since then PL has been spreading like wildflowers. To be fair PL is more than spreading: it is also “evolving.” Today, we are witnessing a quiet renaissance, which…

Branding luxury

At first, this article might sound like a book review, but actually, it is about a miserable experience of mine and a much-welcomed solution. Here’s how the story goes. Years ago, my then-employer wanted to publish a sector-specific “best brands” survey. Our plan was to choose a couple of sectors (or verticals), determine the top…

How to brand a destination?

Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this frightening stat?: 86% of place branding projects fail within a year of introduction. Is there a way to break this curse? Let’s figure out the…

What makes Apple special?

I’ve been writing about branding for years, yet only one of my articles talks about the greatest brand of our time: Apple… Here is why: As soon as we start talking about brands and branding, it becomes extremely difficult to find an article that doesn’t refer to Apple. Every conference I attend, analyzes Apple as a…

Archetypes or stereotypes?

Recently, I have learned that 86% of place branding projects fail. While the research does not explain why, I am willing to bet that one of the major causes of failure is “thinking stereotypically instead of archetypically”, and go even farther to suggest the only way to successfully brand a destination. Case in point: Ottawa.

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…

Key to customer loyalty

There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and fashionable polarized sunglasses. I bought my first Maui Jim sunglass in 2008. Since then, I bought two more. As rational…