Strategic Brand Consultancy
Back then I was collaborating with a renowned agency on a re-branding project. Upon completion of nation-wide research, we started working on brand personality, one of the building blocks of brand strategy. At that point, the creative director of the agency adamantly insisted that the brand should opt for a humorous tone of voice - …
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. In this …
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is also incomplete: During the tax filing season, one must add tax preparation ads to the list of inevitable. They are omnipresent. And, sadly, …
Continue reading "Lack of deep insights lead to poor advertising"
This is the first instalment of a series of “systematic problems of placebranding projects” illustrating the roadblock faced by the brand Guadalajara. These essays are intended to help practitioners -both city officials and consultants- to launch more successful and resistant brands. (Read the subsequent ones here, here and here.) Here we go again. Another city branding project is dealing with a …
Continue reading "What went wrong with brand Guadalajara? Part 1/4"
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? …
Back then, life was easier for professional associations: Whether you were a lawyer, an accountant, or a doctor, you wanted to be a member of your professional association. Associations used to be the voice of their respective professions. They had unquestioned authority. Being a member was prestigious. Associations used to connect people through their popular networking events. …
Another new year, another collection of top trend reports! What was trending in 2013? Which trends will still be relevant in 2014? And, what emerging trends you should pay attention? We have all the answers! Enjoy these great reports, share ‘em with your friends and let me know if you have any other good ones. …
Under the management of Bryan Colangelo, Toronto Raptors has been getting progressively worse. That is a fact. We should not let that, however, overshadow the fact that this two-decade-old organization never had a successful GM since its inception (except Glen Grunwald.) Many bigwigs came and went, but the narrative of the Raptors stayed the same: …
Continue reading "Systemic Solutions for Toronto Raptors – Part 1"
Did you know private label brands (PL) have existed for almost a century? Back in 1928, it was the Swiss who introduced the concept. And since then, PL has been spreading like wildfire. However, PL is more than growing: it is “evolving.” Today, we are witnessing a quiet renaissance, which deserves to be analyzed. This …
Did your key project fail to deliver the expected result? Has your organization undergone a massive restructuring process, yet nothing has changed? Did your city spend a fortune to brand itself, but in reality nobody has cared? Don’t feel bad, because you are not alone: Turns out 75% of organizational change projects do not yield the promised result. Let’s …