B2Branding
Let's discuss a product category that's excruciatingly boring: rolling bearings and seals. I want to look at SKF, one of the world's largest manufacturers of rolling bearings and seals. I don't know about you, but I couldn't think of a less sexy and uninspiring product line.
» Download article (PDF Format 123KB)Sensory Branding
Most marketing plans appeal to only two senses: sight and hearing. Why so limited? How come almost all marketing and brand building concentrate on two senses when we know appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience?
» Download article (PDF Format 129KB)The Living Brand Manual
At a British Airways counter recently, I noticed an elegantly attired man trying to squeeze his over-large hand luggage into one of those luggage size-indicator frames. The man gave up trying to make the bag fit, and abandoned his reading of the lengthy note of legal caution above the frame.
» Download article (PDF Format 103KB)Unity, Fraternity, Loyalty
In the good old days, recognition was something customers were able to establish with their favoured stores over time. I'm sure you know the feeling. It's that special warm feeling you get when you're remembered by name, and by your usual purchase, when you enter a store.
» Download article (PDF Format 123KB)Absolut Branded Language
Disney, Kellogg's, and Gillette are three completely different brands with one commonality. Over the past decade, they've established a branded language, whether they know it or not. In my latest book, we found 74 percent of today's consumers associate the word "crunch" with Kellogg's.
» Download article (PDF Format 56KB)Brand Different
Recently - well it feels like that - a dear friend of mine, Tim Pethick approached me with a great idea. Well he felt it was great I - to be perfectly frank - felt it was rather trivia.
» Download article (PDF Format 67KMB)Indelible Branding
How do you define extreme brand loyalty? There's one unusual way of measuring a brand's popularity that might take even the savviest marketers by surprise.
» Download article (PDF Format 72KB)Passion, dedication and care: branding inspiration
As the Far East seems to move closer and closer to the west, and its two billion people open their wallets to brands, it might be valuable to seek some inspiration from oriental culture.
» Download article (PDF Format 63KB)Brand Inspirations from the religious world
My father always said not to talk about religion, politics and money. So right here and now I'm going to break the first rule by revealing some of my most fascinating revelations by placing branding in dare I say, a religious context.
» Download article (PDF Format 68KB)Smash Your Brand
Let's face it - traditional advertising no longer works. An article in the Times, published in June 2004, reveals that the overall effective influence of television commercials has decreased by some 52% over just ten years.
» Download article (PDF Format 63KB)The Personal Face of Brands
Yesterday I happened to pass an elderly couple whose car broke down halfway up a hill. Their only choice was to push the car uphill so that they could move it out of the rush-hour traffic.
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