Strategic Brand Consultancy
NEWS FLASH: Around the world, the place branding failure rate is 86%! Over the past ten years, k629, a place-branding consultancy, has developed a database of more than 5,000 place brands. From that data source, they have found that only 14% of place brands continue a year from launch, meaning the rate of place branding failures …
Continue reading "Place branding failures caused by consultants"
NEWS FLASH:Â 86% of place brands fail within a year of introduction! Over the past ten years, k629, a place-branding consultancy, has developed a database of more than 5,000 place brands. From that data source, they have found that only 14% of place brands continue a year from launch. They estimate nearly $75 million has been …
Continue reading "Why do place brands fail? The mistakes of the consultant. Part 1"
2012 is around the corner! An exciting and challenging year awaits us. I compiled six great trend reports to help your brand navigate stormy waters in 2012. Enjoy the reports and let me know if you know other good ones. Happy holidays to all! 2012 Global consumer trends by Euromonitor 2012 Consumer trends by Trendwatching …
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, …
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 …
B2C companies often use segmentation analysis, a complex tool that divides the market into different segments, separated by consumer behaviour or need. The beauty of segmentation analysis is that you can look at the size, value and performance of these segments and decide whom to concentrate your efforts. Although segmentation analysis is a technique more …
Which one of these shapes is Booba, and which one is Kiki? According to Wolfgang Köhler's Booba/Kiki effect study, roughly 95% of people choose "kiki" for the sharp, angular shape and "booba" for the soft, rounded one. Even children as young as 2.5 demonstrated the Booba/Kiki effect. "But, how is that related to branding?" you …
Last weekend we went to a factory sales event of a clothing brand. Apparently, the event was so well advertised that the factory was jam-packed with warrior/shopper women. Honestly, I can’t remember how many times a lady hit me in the shoulder or stepped on my foot (Albeit, I don’t recall receiving a single apology). …
Continue reading "Scarcity and escalation of commitment as means of persuasion"
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 …
Continue reading "Smoothies and Tim Hortons… Success or failure?"
Recently, I had to empty my apartment in Toronto. So, I decided to sell all my furniture. I managed to sell big items like mattress and sofa, but I had difficulty in finding buyers for stuff like cutlery and pans. So, I went ahead and posted`an ad on Craigslist and Kijiji with the following subject …