Positioning
How a brand claims a place in a market where competitors offer much the same thing at much the same price. Positioning, differentiation and value propositions, including the hardest version of the problem: justifying a premium when the buyer can’t see the difference.
-
What can you learn from Porter Airlines? – The Good
When I am often asked what my favourite brands are, I try to name Canadian brands as much as possible. It is not a secret that my favourite Canadian brand is Porter…
-
Orlando Magic’s new identity
Orlando Magi, one of NBA’s elite franchises, announced its new logo. If I am not mistaken, this is the third logo of the franchise. Last time Magic changed its logo, the club…
-
Brand as a status symbol
What is status? According to Wikipedia it is the honor or prestige attached to one’s position in society. (one’s social position) In consumer societies status can be achieved by owning certain brands. For instance, if…
-
Branding Lessons from Cuba
Cuba is a fascinating country. With its weather, culture and history it might be “the” country to visit. Also, Cuba is special because of its politics: unlike China, Cuba is a communist…
-
Postmodern Leadership
A beloved professor of mine from McGill, Karl Moore, is about to publish his new book: Post Modern Management. Here is an 18-minute video of him talking about the content of his…
-
Branding lessons from a Chinese guru
There is a tea shop in Montreal’s Chinatown. Its name is Speacialtea. We found that shop totally by chance. Since then we have been regulars. There are a couple of things that…
-
Branded customer experience
In 1999, B. Joseph Pine II and James H. Gilmore wrote a book named, “The Experience Economy.” In a nutshell, the book argued that offering, solely, products or services is no longer enough for…
-
Indisputable rules of branding
We discussed that a brand is a promise . We also talked about the importance of a brand’s purpose. Defining your promise and purpose are the first steps of branding. Next, you…
-
When to hire a celebrity for endorsement?
Celebrity endorsement is one of the most popular brand building tools. However, more often than not, it does not deliver the desired results. Why some endorsements work and some don’t? Today, I…
-
Criteria of a good brand name -2
Previously we talked about memorability. Today, we will take a look at the second criteria if a good brand name: strategic fit. A strategically fit name should support the positioning of the brand. Whatever…