Well seems that the topic I mentioned here just a little earlier, Brand Attack on the Rise, was took over as a main subject on brand guru Laura Ries’s Blog, in a post on how and when a brand shoul attack.
In general, the leader should never attack or name the competition. Instead the leader should promote the category. By attacking a competitor or responding to an attack ad, the leader only legitimizes the competition and the existence of a choice. Neither is good.
Tags: Brand Management · Strategy
It’s not the firs nor the last of big brands that seems to think that their slumping sales will recover by slight changes in their branding. I’m not sure that this is the right answer or just an effort in the wrong direction at not the right time. The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.
Tags: Re-Branding · Top Brands
Most of us think of our brand as a tool for communicating who we are and what we do. We think of logos or catchy names — totems that convey the mission or identity of our businesses.
A good brand does express identity, Cheryl Heller, the founder and CEO of Heller Communication Design said. But great branding goes one step further. You must think of your brand less as a tool for communicating identity, and more as a tool for conveying a promise
Tags: Brand Management
Marketing seems to have entered a new era of attack ads.
Perhaps it’s the tight economy and the idea that the way to grow in a recession is at the expense of your rivals; maybe the presidential candidates have set the tone for TV advertising; or it could be the influence of those masterful and highly effective Mac vs. PC spots. Whatever the reasons, comparative ads — some of them pretty aggressive — are all the rage.
Tags: Brand Management
Every business can increase the value they offer their customers by promoting one of the above. Before choosing which one you’ll offer customer, it is important to understand what drives the consumers to buy. Many ecommerce businesses think the secret to success is ‘low price.’
Tags: Brand Elements · Small Business