commoditisation
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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…
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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…
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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…
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The new logo of Yellow Pages
Not too often an iconic Canadian brand changes its logo. So, this is big news… and an exciting one too. My first reaction to Yellow Pages’ new logo was not totally positive, so…
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What can you learn from Genius Bar?
Apple’s Genius Bar is a home run. You already know this. However, have you ever thought why the Genius Bar became so successful? If you did, then have you considered how can…
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How to increase the effectiveness of your communications? -1
My clients often ask me how to improve the effectiveness of their communication. While I am not aware of a magic formula, I know some tips that can help you improve yours.…
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What do you stand for?
Here is a universally accepted definition: a brand as a promise. However, for a marketer to focus solely on the promise is not enough. Here is why… We previously talked about how obsessed Millennials are…
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How to write a mission statement?
What is one thing that all companies have but nobody uses? That’s right, a mission statement. The reason why nobody uses them is that most of them are written very badly. Today,…