My Account 
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Lead, Follow or Brand
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Great brands continue to thrive for years after their introductions. Others don’t. The great ones control their categories. They set examples for others to try and mimic. Brands like Hallmark, Maytag and GE are emblematic of great brands. Woolworth, Mademoiselle and most recently Oldsmobile… Read the full entry
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Defining your Brand Advocate
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Have you ever sat down and defined your brand advocate? Not just a broad description of your brand's target audience, but a rich definition of the perfect individual that reflects your brand? Many clients we work with find this very unnatural: they are absorbed in age bands, income ranges, and… Read the full entry
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How To Campaign Your Brand and Win: It’s a Pocketbook Issue
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When the consumer reaches the point of sale, she is stepping into the voting booth. It’s the moment of truth. She will either choose lever A (buy) or lever B (look elsewhere). There aren’t likely to be any hanging chads to quibble over later. How effectively your brand has campaigned up… Read the full entry
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Brand Church Is Now In Session
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My advertising brothers and sisters; I have faith that if I produce an ad with a strong brand message that distinguishes the advertiser and its products from its competitors, the ad will work much harder than an ad without such a brand message. Can I get an “amen”?
Here’s an… Read the full entry
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The brands Americans love: outlaw bikers, overpriced coffee and tacky t-shirts.
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Why does a big, burly man tattoo a company’s logo on his arm? Why does a T-shirt emblazoned with the name of a surfboard manufacturer sell for two to three times the amount of a plain white shirt? And why on earth would anybody pay $3.00 to $5.00 for a particular cup of Joe? The answer is adoration.… Read the full entry
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Brand Architecture: House of brands or branded house. Man, have things changed.
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In school, most of us were told that in brand architecture, there were two models: The House of Brands (Proctor and Gamble, Unilever etc. – every product is individually branded) and The Branded House (Nabisco, Johnson and Johnson, etc.- each product or brand leverages the value of the parent… Read the full entry
