Landor.com: Branding Articles

If doing good isn't part of your DNA, consumers won't buy it

Wed, 10 Mar 2010 03:42:00 -0800

To be sustainable, make sure the connection between brand benefit and social purpose is clear.

Behind the scenes: Rebranding the city of Melbourne

Fri, 26 Feb 2010 03:42:00 -0800

Rebranding the diverse city of Melbourne meant showing off its cool sophistication and capturing the passion of its people with a unified, flexible, and future-focused image.

Citizenship branding

Thu, 25 Feb 2010 03:42:00 -0800

Loyalty grows when brand values and strategy align.

Eight principles of design

Thu, 25 Feb 2010 03:42:00 -0800

Great strategy calls for intelligent, incisive design to carry it out. Here are eight hallmarks of great design.

Country brands and the Olympics

Tue, 16 Feb 2010 03:42:00 -0800

Where might the Olympics be held if consumers, not the Olympic governing bodies, picked the locations?

Marketers: Go for gold-medal branding

Fri, 12 Feb 2010 03:42:00 -0800

Game time is no time to shift branding into neutral.

CMOs: Your brand is on digital time

Tue, 02 Feb 2010 03:42:00 -0800

Brands that grasp today's ''double-click mentality'' click with consumers.

'Aha!' innovation means looking beyond 'gee whiz!'

Fri, 15 Jan 2010 03:42:00 -0800

Look at what consumers want and need?sometimes it's obvious.

Marketers: Expect a return to core brand value?and values?in 2010

Mon, 04 Jan 2010 03:42:00 -0800

As the new year is upon us, Allen Adamson posits that consumers won't settle for anything less than the four "goods."

Eight principles of branding

Thu, 17 Dec 2009 03:42:00 -0800

Successful brands are anchored in propositions that are desirable, distinctive, and credible in the target consumer?s mind.

Landor's 2010 trends forecast: Market trends and their impact on brands

Tue, 15 Dec 2009 03:42:00 -0800

Even if 2010 ushers the flush times back in, our back-to-basics values are likely to stick around. So what trends can we expect next year? And what do these mean for brands? Our experts make some predictions.

Holiday pitches shouldn't hurt brands

Sun, 06 Dec 2009 03:42:00 -0800

CMOs: Take the gloves off for holiday branding, but keep your face on-brand.

Nice package: Six principles of good packaging design

Tue, 01 Dec 2009 03:42:00 -0800

When packaging surprises consumers by being a pleasure to open, easy on the eye, and environmentally conscious it has a positive effect on the overall brand. So what defines a good piece of packaging?

Blue is the new green: Our clients talk color with our in-house expert

Mon, 23 Nov 2009 03:42:00 -0800

We thought it would be fun to turn the tables and let our clients interview us. Our in-house color expert, Jack Bredenfoerder, was up for the challenge.

Define your brand's purpose, not just its promise

Wed, 11 Nov 2009 03:42:00 -0800

Walmart and Charles Schwab returned to their roots to strike a recession-appropriate message.

Staying grounded: It's a balancing act

Mon, 09 Nov 2009 03:42:00 -0800

As the recession continues, brands try to get closer to consumers through good old fashioned authenticity.

A perfect storm

Mon, 02 Nov 2009 03:42:00 -0800

Consumers expect more green branding in the future.

Are you up for the challenge of open branding?

Mon, 26 Oct 2009 03:42:00 -0800

Open branding means new ways of soliciting feedback, understanding and interacting with customers, and?perhaps most importantly?creating a community that drives loyalty.

Marketers think pink in October

Fri, 23 Oct 2009 03:42:00 -0800

Want to link your brand to a cause? Learn from the breast cancer awareness initiative.

A giant step for typography on the web

Wed, 21 Oct 2009 03:42:00 -0800

Web designers can now reliably use any OpenType or TrueType font on their web pages.

Marketers can learn from Rio's Olympic victory

Tue, 13 Oct 2009 03:42:00 -0800

The city won its Olympic bid based on gold-medal branding.

Nonprofits in jeopardy: Can better branding help?

Mon, 12 Oct 2009 03:42:00 -0800

Nonprofits with a clearly differentiated brand and a well-defined sense of purpose are more likely to survive economic turmoil.

Green brands, global insight: Findings from the 2009 ImagePower Green Brands Survey

Tue, 29 Sep 2009 03:42:00 -0800

This year?s Green Brands Survey is the largest ever: Over 5,000 people in seven countries (Brazil, China, France, Germany, India, the U.K., and U.S.) participated, sharing their perceptions of the rapidly evolving "green" space.

Get a head start in the coming war for talent

Mon, 28 Sep 2009 03:42:00 -0800

Four steps to keeping your best employees when jobs start opening up again.

Searching for meaningful difference

Thu, 24 Sep 2009 03:42:00 -0800

Shoppers are spoilt for choice?grab their attention with meaningful difference.

Five reasons not to have a green brand?and why those reasons are wrong

Tue, 22 Sep 2009 03:42:00 -0800

Using recent data from Landor?s 2009 ImagePower® Green Brands Survey, marketers can break through widespread myths that may be keeping their companies from becoming green leaders.

Lessons From Leno: Marketers Can Learn From NBC's Timeslot Switch

Tue, 22 Sep 2009 03:42:00 -0800

Allen Adamson dissects what makes the Jay Leno brand a top contender with today's consumer.

Marketers seek to score in tough times by playing at the U.S. Open

Mon, 21 Sep 2009 03:42:00 -0800

Allen Adamson gives his insights on corporate brands volleying for the consumer attention at the U.S. Open.

Management by empathy

Tue, 15 Sep 2009 03:42:00 -0800

Running a business in a recession calls for a new set of skills. Honesty and trust are more relevant now than macho ambition.

Beyond green

Wed, 09 Sep 2009 03:42:00 -0800

Which brands and companies do real people see as socially responsible?

Breakaway Brands of 2009

Fri, 28 Aug 2009 03:42:00 -0800

Today?s most successful brands broke away from the pack by anticipating and capitalizing on consumer trends. Here are their stories.

Behind the scenes with NetApp

Fri, 21 Aug 2009 03:42:00 -0800

NetApp?s exemplary global branding program was successful because it both anticipated internal obstacles and identified success factors before it even began.

What real mad men and women can learn from the TV show

Tue, 18 Aug 2009 03:42:00 -0800

The success of Mad Men proves that the best brands are built on authenticity.

A matter of trust

Wed, 12 Aug 2009 03:42:00 -0800

In the wake of the global financial crisis, shoppers are increasingly wary of brands that are unknown and lack credibility.

The value of real-time customer care

Tue, 11 Aug 2009 03:42:00 -0800

In a virtual marketplace, brands that add a personal touch will stand out?and win.

Names we can believe in

Thu, 30 Jul 2009 03:42:00 -0800

President Obama?s inauguration brought new public-sector vocabulary with it; the time has come to rename the Freedom Tower and the U.S. Department of Homeland Security.

Marketers fall short in communicating good deeds to consumers

Tue, 21 Jul 2009 03:42:00 -0800

Link doing the right thing to your brand promise, and your audience will notice the difference.

Try before you buy

Mon, 13 Jul 2009 03:42:00 -0800

Especially in tough economic times, internships can be incredibly valuable both for young upstarts and the companies that give them a chance.

Iconic brands

Mon, 29 Jun 2009 03:42:00 -0800

Achieving iconic brand status, and more importantly, retaining it, is a tricky business?this is where brand and design experts come in.

How are our brands doing?

Thu, 25 Jun 2009 03:42:00 -0800

Our ongoing recession has been bad news for some of the United States' strongest brands. What does it take to survive a downturn?

When trying to engage people on the web, timing is everything

Mon, 22 Jun 2009 03:42:00 -0800

Consumers are best reached when using the Internet for pleasure, not work.

Meet the Gen Y parents

Thu, 18 Jun 2009 03:42:00 -0800

The first of the Gen Yers are becoming parents?what are the implications for marketers?

Good research drives great design

Tue, 16 Jun 2009 03:42:00 -0800

Good research properly applied can be a designer?s best friend; poor research can kill great design. Here are some tips on how to get the most from your design research.

The future of marketing

Thu, 11 Jun 2009 03:42:00 -0800

Despite our troubled financial times, the Economist's seventh annual marketing forum maintained an optimistic focus on marketing tactics?like digital and back to basics?that will work well even after the economy recovers.

Top 100 global brands of 2009

Tue, 02 Jun 2009 03:42:00 -0800

WPP's Millward Brown Optimor published its top 100 brands list for 2009. Learn about the study and check out which brands are on top.

Companies should encourage social networking among employees

Tue, 02 Jun 2009 03:42:00 -0800

Using social media inside a company can help turbo-charge a brand.

Focus on community

Wed, 20 May 2009 03:42:00 -0800

The slowing global economy is causing Australians to rethink the importance of their connections within their communities and how they engage with each other.

Driving value with corporate identity

Fri, 15 May 2009 03:42:00 -0800

A company?s corporate identity should communicate the attributes it embodies that set it apart from competitors.

How higher prices can strengthen your brand: Six strategies for boosting sales

Fri, 08 May 2009 03:42:00 -0800

There is a strong link between price and perceptions of product?and the brand behind both. Instead of succumbing to the trend towards rock-bottom pricing, use creative tactics to strengthen your brand?s perceived value by increasing prices.

No contest: Twitter and Facebook can both play a role in branding

Wed, 06 May 2009 03:42:00 -0800

Twitter is good for defensive branding; Facebook fosters engagement.

Don't chicken out of innovation

Tue, 28 Apr 2009 03:42:00 -0800

Real innovation does not revolve around creating new products, but around finding new ways of doing business. Could different thinking help turn around declining industries?

Special-edition packaging: packaging desire

Thu, 16 Apr 2009 03:42:00 -0800

Special-edition packaging can transform the ordinary into something truly desirable.

Lessons from three iconic brands that survived the Great Depression

Tue, 14 Apr 2009 03:42:00 -0800

How can retailers adjust their product mixes and marketing approaches to remain profitable through these tough economic times?

Real is a valuable asset

Fri, 10 Apr 2009 03:42:00 -0800

In an increasingly fast-paced and artificial world, shoppers search for brands that express honesty, humanity, and heart.

Marketers struggle to reignite badge brands

Fri, 10 Apr 2009 03:42:00 -0800

Consumers are embarrassed to flaunt luxury labels. Now what?

Branding the United Arab Emirates: Interview with Charles Wrench

Mon, 06 Apr 2009 03:42:00 -0800

How should the United Arab Emirates market itself and its brands during the global economic downturn?

The top four ways smart marketers use digital branding applications to operate more efficiently

Wed, 01 Apr 2009 03:42:00 -0800

Any organization can use digital applications to cut costs by listening to, and engaging with consumers.

Carefree or not?

Tue, 31 Mar 2009 03:42:00 -0800

As spring, the season of hope and renewal, quickly approaches, we consider which brands are considered carefree, and what "carefree" means to the American public. The findings are surprising.

Promoting good works in bad times

Wed, 25 Mar 2009 03:42:00 -0800

Despite corporate cost-cutting and downsizing, companies shouldn't shelve social responsibility initiatives?now is the time for marketers to tout goodness.

Getting back to business as usual

Tue, 17 Mar 2009 03:42:00 -0800

In these troubled times, the biggest challenge in rebranding is rebuilding consumer confidence.

Monroe out on a limb with bushy-tailed spokesrodent

Fri, 13 Mar 2009 03:42:00 -0800

Landor's CMO, Hayes Roth, reviews the Monroe Shocks & Struts squirrel-centric advertising campaign.

Beauty Branding Secrets

Thu, 12 Mar 2009 03:42:00 -0800

What's the secret to beauty branding? Keeping promises and building trust with customers.

Advertisers hope for power in reflection

Tue, 10 Mar 2009 03:42:00 -0800

Marketers are trying to soothe consumers with nostalgic ads and images. Instead, they should comfort them by delivering useful goods and services.

Our changing view of style

Fri, 20 Feb 2009 03:42:00 -0800

Which brands do Americans consider stylish today, and how has this changed since 1993?

Box of tools: Toward an understanding of true innovation

Mon, 09 Feb 2009 03:42:00 -0800

Innovation is a set of philosophies and methods to help solve problems in creative ways.

Who dares (to design) wins

Fri, 06 Feb 2009 03:42:00 -0800

In order to survive the credit crunch, brands should employ bold design that differentiates.

Brands on a margin call

Thu, 29 Jan 2009 03:42:00 -0800

Packaged-goods companies are becoming increasingly apprehensive as the global slowdown starts to envelop the Australian economy.

Spanair: Turning a crisis into an opportunity

Thu, 29 Jan 2009 03:42:00 -0800

In the aftermath of a tragic airline accident, will Spanair seize the opportunity to reposition itself?

Marketing is dead; long live marketing: Attracting consumers in the post-mass marketing era

Mon, 26 Jan 2009 03:42:00 -0800

The era of the beat-the-consumer-into-submission marketing approach is over. Companies are better served by focusing on innovation, customer experience, and a focused value proposition.

Marketers: Don't make promises you can't keep

Tue, 20 Jan 2009 03:42:00 -0800

Corporate troubles and scandals around the globe will have a lasting impact on the way people view big brands.

And now: Change agent brands

Tue, 13 Jan 2009 03:42:00 -0800

President-elect Obama won voters over by promising real change. If Americans are only interested in what's new and different, what does this mean for older brands?

Landor?s 2009 trends forecast: Market trends and their impact on brands

Fri, 12 Dec 2008 03:42:00 -0800

How will brands fare next year? Which will stand out? Which will fail? Here?s what we expect to see in 2009.

Rather than cut, go digital

Wed, 03 Dec 2008 03:42:00 -0800

In tough economic times it's common that advertising and brand-building budgets are the first to be cut. But the smartest companies are taking advantage of digital technology to drive efficiency, simply by listening and engaging with consumers.

It's crunch time for brands

Tue, 25 Nov 2008 03:42:00 -0800

A look at how some British brands are already capitalizing on these economically tough times while others are repositioning themselves to appeal to new consumer attitudes.

Rebuilding financial brands: Is the foundation cracked?

Mon, 24 Nov 2008 03:42:00 -0800

Bank stocks have lost enormous value over the past year, but have bank brands suffered to the same extent? Mich Bergesen takes a look at the data and offers insights on navigating the financial crisis.

The price of leadership

Wed, 19 Nov 2008 03:42:00 -0800

Brand United States is widely acknowledged as a leader. That aside, the United State?s rosy vision of itself isn?t exactly in line with the rest of the world?s ideas about it.

Don't try this offshore

Fri, 31 Oct 2008 03:42:00 -0800

Charlie Wrench, CEO of Landor Associates, comments on the idea of creative work being sent overseas to lower-cost competition in response to Harvard Business Review's fictional case study by Stephen Brown.

The changing face of private label

Wed, 29 Oct 2008 03:42:00 -0800

As Australians continue to tighten their belts in the wake of the financial downturn, how will supermarkets react to consumers? quest for ever cheaper products? Will they grow their private-label brands?

Landor Podcast: Council on Foreign Relations

Tue, 21 Oct 2008 03:42:00 -0800

Landor's CMO, Hayes Roth, explains how Landor revitalized the distinguished CFR brand.

Red State brands vs. Blue State brands

Fri, 10 Oct 2008 03:42:00 -0800

Does the Red State/Blue State dichotomy transcend political opinions and translate into brand choices?

Supermarkets aren't so super anymore

Mon, 06 Oct 2008 03:42:00 -0800

With all their sameness and homogeneity, supermarkets no longer live up to their superlative. Fortunately, some brands like are rejecting predictability and recommitting to customers.

Who's really innovative?

Mon, 29 Sep 2008 03:42:00 -0800

Here's why the American public considers these brands innovative.

Podcast: Green Brands China

Thu, 18 Sep 2008 03:42:00 -0800

Russ Meyer narrates the latest Green Brands survey findings for China and the world.

Ideas driven design: An emotional connection

Tue, 16 Sep 2008 03:42:00 -0800

We are all subjected to hundreds of brands and marketing messages every day. They come at us from every direction, but how many can you remember and which ones stay with you? Mike Staniford discusses ideas driven design.

What you can learn from E.On's approach to sustainability

Mon, 15 Sep 2008 03:42:00 -0800

E.On, one of the United Kingdom's major energy suppliers, surprised everyone with its high ranking in Landor?s ImagePower® Green Brands Survey. What is the German-based giant doing right?

Sex and the c-store, or getting the toilets right

Wed, 10 Sep 2008 03:42:00 -0800

How an audacious customer segmentation?a petrol station aimed at women?has reaped rewards for Swedish-based Preem Petroleum.

How to bridge the digital gap and keep ahead

Sun, 10 Aug 2008 03:42:00 -0800

The digital space has only magnified the basic principles of branding; here are four guidelines to consider.

A second honeymoon: Rekindling the romance with the Chinese consumer

Wed, 06 Aug 2008 03:42:00 -0800

International brands in China need to rebuild sustainable differentiation through product innovation and brand experiences

Brand Olympics vs. all-American favorites: Who's winning?

Wed, 06 Aug 2008 03:42:00 -0800

Which sporting events are most popular with Americans, the Olympics or the standard old all-American favorites?

Authentically American

Fri, 25 Jul 2008 03:42:00 -0800

Finding comfort in the homegrown, Americans love their quintessentially American brands.

Going green in India: Embracing the environmental imperative

Fri, 25 Jul 2008 03:42:00 -0800

The green movement in India is still in its infancy. Brands that adopt green strategies now will position themselves as market leaders when the green movement overtakes the country.

Join 'em, fight 'em, or move away from 'em: Three approaches to beating low-price competitors at their own game

Thu, 10 Jul 2008 03:42:00 -0800

With the threat of a recession looming, brand competition has increasingly been driven by value and low prices. Companies at risk of losing share and sales to low-priced competitors are left with three options: extending the flagship brand to the value segment; competing in the value segment with a different brand; or distancing themselves from the competition by moving their brand upmarket.

08.08.08: The four fronts of the upcoming Olympic brand battle

Tue, 08 Jul 2008 03:42:00 -0800

The 2008 Beijing Olympics, more so than any Games before them, will be overrun by brands jostling to win consumers' gold. To win, official sponsors and ambush marketers need to plan along four fronts and stage creative, unconventional brand-led experiences.

The challenge of the global brand: How BP and Panasonic have built their brands around the world

Wed, 02 Jul 2008 03:42:00 -0800

In Landor's work with BP and Panasonic, each took a different path to building a global brand.

Landor Podcast: Russ Meyer on Green Brands 2008

Tue, 01 Jul 2008 03:42:00 -0800

Russ Meyer, Landor's Chief Strategy Officer, narrates the results of the 2008 Green Brands survey.

Satisfying consumers' desire for green

Fri, 27 Jun 2008 03:42:00 -0800

The 2008 ImagePower Green Brands Survey takes a look at which brands consumers think are the greenest, how green influences their spending habits, and why packaging might hold the key to their hearts.

The truth about branding

Thu, 26 Jun 2008 03:42:00 -0800

If you truly want your brand to be one of the greats, you need to do more than make a great promise; you need to figure out how your organization is going to keep that promise. Internal engagement is therefore an imperative for you.

A Changing World - Rethinking the Brand Agenda

Mon, 23 Jun 2008 03:42:00 -0800

Perspectives on change and how it relates to business and brand issues today including.

Center of attraction: Customer segmentation helps Westfield USA find its voice

Wed, 18 Jun 2008 03:42:00 -0800

By targeting just two customer segments, Westfield is able to make all its shoppers feel more at home.

Where shall we go this year?

Tue, 17 Jun 2008 03:42:00 -0800

Americans' favorite summer destination brands are fun, wholesome, and close to home.

Mastering brand and marketing strategies in the digital era

Mon, 09 Jun 2008 03:42:00 -0800

Six key ideas for successful marketing in today's digital world.

Talent contest: Creating a memorable experience for your people

Tue, 03 Jun 2008 03:42:00 -0800

Every consultancy on Design Week's Top 100 chart knows how difficult it can be to find and foster new talent. In this case study, Landor Associates managing director Cheryl Giovannoni gives the lowdown on her consultancy's approach to the problem.

Beyond the buzz: Designing an effective digital brand experience

Sat, 31 May 2008 03:42:00 -0800

Simple steps to get you started in the right direction on the path to building your brand in the digital world.

See me, feel me, touch me!

Wed, 07 May 2008 03:42:00 -0800

How you can use structural packaging to gain market advantage and rise above the commodity.

Creating great design takes guts: Daring to be different can give instant boost to market share

Wed, 30 Apr 2008 03:42:00 -0800

Package design is one of the most effective ways to differentiate products at the point of purchase, so why do so many look just like their competitors? Those that stand out often win big.

The world's best airport?

Mon, 31 Mar 2008 03:42:00 -0800

Airports are cultural gateways to cities. What does Heathrow Airport's new Terminal 5 say about London?

Said and done: Stories from on board the airplane

Mon, 17 Mar 2008 03:42:00 -0800

A marketing veteran at two major carriers shares his thoughts about how to improve the experience of air travel.

Who is the brand daddy? Adding a chief brand officer to your c-suite

Wed, 05 Mar 2008 03:42:00 -0800

Brand experience is key to driving customer preference, but few organisations have someone in charge of its long-term direction.

Putting trust back in the bank: Using brand to rebuild customer loyalty

Thu, 28 Feb 2008 03:42:00 -0800

After the financial tumult of 2007, many financial institutions lost the trust of their customers. Building a brand from the inside out can help restore this fundamental business driver.

How not to name

Fri, 01 Feb 2008 03:42:00 -0800

At some point in your career, you may face the daunting prospect of naming a company or product. The path to a trademarkable brand name is steep and treacherous. Curvy, too. Fortunately, help is here. The following six tips offer the most direct path to a winning name.

Brand sliders: A new tool for aiding brand portfolio decisions

Thu, 31 Jan 2008 03:42:00 -0800

The Sliders Tool is designed to assist decision making by opening up the process to a range of important factors. It's a visual aid that provides a sliding-scale answer to a list of discrete questions.

Fascination or Fear: What does Brand China stand for today?

Fri, 18 Jan 2008 03:42:00 -0800

We at Landor wanted to understand the true perception of China around the world. Is it fear, fascination, or something in between? And, crucially, what does its image mean to homegrown Chinese brands that are looking to compete and win on the global stage?

Interiors intent: A decade of aircraft interior branding and its future

Thu, 10 Jan 2008 03:42:00 -0800

Drastic changes over the last ten years have undoubtedly polarised the aviation industry. Ironically, amidst this maelstrom of change some things steadfastly refuse to alter. Let me explain.

Trends for 2008 and their impact on brands

Mon, 07 Jan 2008 03:42:00 -0800

It's that time of year - time to reflect on 2007 and anticipate what the future has in store. At Landor that means we're thinking about how trends and consumer mindsets might evolve this year. What will marketers be dealing with, what will consumers be asking for, and how will that impact brands?

Lessons from the Maharaja Mac: Five rules for entering the Indian market

Tue, 18 Dec 2007 03:42:00 -0800

Entering the Indian market poses unique challenges for foreign brands. A successful brand strategy must take into account the need for brand investment, consumer focus, localization and innovation, market segmentation, and accommodation of regional diversity.

Winning Moves for a Changing Game in China

Thu, 13 Dec 2007 03:42:00 -0800

Summary of the themes of the 2007 Economist Conferences' Fourth China Branding Roundtable in Beijing.

The next billion-dollar business

Thu, 13 Dec 2007 03:42:00 -0800

A bright outlook for consumer brands in China's new markets.

Using Brands to Drive Business Results

Thu, 15 Nov 2007 03:42:00 -0800

The third annual Breakaway Brands® Valuation Study.

Sand Castles: The challenges of real estate branding in the Middle East

Thu, 15 Nov 2007 03:42:00 -0800

The challenges of real estate branding in the Middle East

The Road to Eldorado

Wed, 07 Nov 2007 03:42:00 -0800

Investing in the Latin American market.

Packaging must pack a bigger punch

Mon, 22 Oct 2007 03:42:00 -0800

Brands in the Balance

Wed, 26 Sep 2007 03:42:00 -0800

For consumers, being green is not a fad, but a seismic, long-term shift in self-definition and behavior.

Branding Spinoffs Takes More Than a Superficial Spin

Tue, 25 Sep 2007 03:42:00 -0800

Define your new corporate brand to lay the foundation for effective branding.

Roman Standard

Tue, 18 Sep 2007 03:42:00 -0800

The ancient Greeks and Romans used spaces and experiences to evoke emotion and build their empires, so can you.

Does Your Brand Have Portability Potential?

Mon, 23 Jul 2007 03:42:00 -0800

Third-screen branding poses its own unique set of challenges.

Power Shift: Thinking Differently About Consumers

Tue, 17 Jul 2007 03:42:00 -0800

Brands that acquire dominance create easy-to-understand identities that resonate with consumers and "speak to" their audiences through a finite number of channels.

Wooing Generation Y: A Practical Guide

Wed, 06 Jun 2007 03:42:00 -0800

How does a company attract and retain the top talent from the Generation Y pool? By examining the Generation Y cohort and understanding what motivates them. A good place to start is with brands.

The Chief Marketing Officer Redefined

Tue, 29 May 2007 03:42:00 -0800

Why Up-Branding Is Here to Stay

Mon, 28 May 2007 03:42:00 -0800

People want luxury however they can get it - so give it to them.

Best to Keep It Simple

Mon, 21 May 2007 03:42:00 -0800

The importance of relevant differentiation in creating a simple brand promise.

Country Branding Is More Than Just a Logo

Wed, 09 May 2007 03:42:00 -0800

Eight golden rules for branding a destination.

Sense of Responsibility

Mon, 09 Apr 2007 03:42:00 -0800

Consumers are opting increasingly for a more ethical choice when buying products. How are brands meeting this challenge?

Brand Stretch: Spanning New Categories

Thu, 08 Mar 2007 03:42:00 -0800

The success of extending a brand to a new category depends on the brand being associated with a compelling idea that matches the new target market.

Brand Against Global Warming

Mon, 05 Mar 2007 03:42:00 -0800

Four steps to make it clear that your brand is forward-thinking and environmentally friendly.

S7: Bringing Siberia Airlines In From The Cold

Mon, 12 Feb 2007 03:42:00 -0800

The transformation of a regional carrier to a national airline.

Power Units

Mon, 22 Jan 2007 03:42:00 -0800

I was asked to address the importance of packaging design in brand building. The short answer? It's vital.

Unlocking the Secrets of Successful Brand Building

Fri, 22 Dec 2006 03:42:00 -0800

The Second Annual Breakaway Brands® Valuation Study.

The Road to Enlightenment

Wed, 29 Nov 2006 03:42:00 -0800

A key insight about the way consumers use a product can give a brand the competitive edge it needs to dominate a market or earn blockbuster sales. One of the most effective mechanisms for doing this is the customer journey framework.

Interview with Luis Manzano

Mon, 13 Nov 2006 03:42:00 -0800

Advertising agencies are trying to move in on brand consulting firms.

Conversation Piece

Mon, 23 Oct 2006 03:42:00 -0800

Landor devised an informal and quirky interior scheme for Dutch airline, transavia.com, inspired by the carrier's new best friend: brand strategy.

Drive a Brand Like a Rental? It Won't Last

Mon, 25 Sep 2006 03:42:00 -0800

Demonstrate you know which interactions matter most to your brand, and then prove you own them.

Anchor's Away

Mon, 21 Aug 2006 03:42:00 -0800

Is it possible to transform your brand in such a way that people radically change the way they think about and interact with it?

Don't Live the Brand; Make the Brand Live

Mon, 24 Jul 2006 03:42:00 -0800

Thinking differently about brand engagement

What's in a name?

Mon, 26 Jun 2006 03:42:00 -0800

Naming a sports franchise is no different than creating any great brand name?it requires thorough research to ensure that the right image is being projected.

Managing Your Brand Assets: Forget Technology, It's People Who Drive Your Success

Mon, 05 Jun 2006 03:42:00 -0800

This article explores the major personality types present in most organizations and how to stack the odds in your favor to encourage a successful digital asset management (DAM) program

Want to Set Your Brand Apart? Try Reality

Mon, 22 May 2006 03:42:00 -0800

Experience marketing touches consumers at a visceral level and cuts through the media clutter

Branding, What's Inside

Mon, 08 May 2006 03:42:00 -0800

Examples of ingredient branding can be seen almost everywhere today. Is this strategy appropriate for you?

What's Your Brand's Job?

Mon, 24 Apr 2006 03:42:00 -0800

Business is turbulent -- just the time to give your corporate brand a thorough checkup.

The Focus Group Panacea

Mon, 27 Mar 2006 03:42:00 -0800

Penny-wise and pound-foolish, marketers include toward focus groups because they're cheaper than other forms of research, not considering the costs they incur when results are flawed.

Interview: Damian Borchok on Innovation

Mon, 13 Mar 2006 03:42:00 -0800

Is innovation a driving force in Australian marketing or just another industry buzz-word? A look at one of the most innovative marketing campaigns of the past year.

It's Not The Size of Your Brand Equity - It's How You Use It

Mon, 06 Mar 2006 03:42:00 -0800

Brand equity can be a useful measure of the value contained in a brand, but it's a difficult measure to calculate, and as a result can be extremely deceptive.

Six Telltale Signs of a Weak Brand

Mon, 06 Feb 2006 03:42:00 -0800

How do you know if you have a weak corporate brand? Six tips for assessing your brand.

What Developments Will Rock the Marketing World in 2006?

Sun, 01 Jan 2006 03:42:00 -0800

An Interview with Robbie Robertson, Marketing Director, Landor Australia.

To Stay On the Map, Put Your Customers There First

Mon, 07 Nov 2005 03:42:00 -0800

If you understand your customers' journeys, you'll discover how to build your brand.

To Re-wire Your Customer, Re-brand Your Branding

Mon, 24 Oct 2005 03:42:00 -0800

If you want to create a consumer mind shift, reinvent the way you build your brand.

I love you, TiVo, now change

Mon, 19 Sep 2005 03:42:00 -0800

Lack of functionality stymies a great brand as the category it pioneered explodes.

In a World of Brand Attention Deficit Disorder, the Trick is Cutting Through Whatever

Mon, 22 Aug 2005 03:42:00 -0800

Can you set yourself apart in today's numbingly cluttered commercial world ? in three seconds or less?

Up in Smoke

Mon, 01 Aug 2005 03:42:00 -0800

Pharma needs to learn a few lessons in how to respond when attacked. Maybe it's time to pay attention to the experience of an industry that's had more practice than anybody: tobacco

Traditional Brand Positioning Can't Last

Mon, 25 Jul 2005 03:42:00 -0800

The standard tools of brand positioning can't dimesionalize a brand in today's cluttered marketplace, so try using something different ? a visual brand driver.

What's Wrong with Packaging?

Mon, 27 Jun 2005 03:42:00 -0800

Most packaging programs are run by experienced professionals with tried and tested best practices, so why do they produce so few outstanding results?

Why Your Brand Onion Makes You Weep

Mon, 13 Jun 2005 03:42:00 -0800

How can marketers turn their insights into credible and compelling brand platforms?

Miracle Grow

Mon, 30 May 2005 03:42:00 -0800

Brand engagement can be a powerful tool for transforming an organization and unlocking business growth. Story by Lori Rosenwasser for CMO Magazine.

To Win in the World of Pharmaceutical Branding, Try a Little Auto Focus

Tue, 20 Apr 2004 03:42:00 -0800

How to develop a successful brand in the complex world of pharmaceuticals.

Effective Package Design

Sat, 01 Nov 2003 03:42:00 -0800

Product packaging has the potential to be one of the most effective means of directly communicating with consumers and driving bottom-line growth.

Paradigm for Brand Pruning: the Answer May Be in the Sky

Sun, 17 Aug 2003 03:42:00 -0800

Companies that launched brand after brand in boom times are now looking at stables full of brands that need to be supported; it's no surprise that portfolio simplification and brand pruning are much needed today.

Brand Integration: a Tough Nut to Crack

Fri, 09 May 2003 03:42:00 -0800

Brand integration is usually considered to be difficult to achieve, but it doesn't have to be.

Four Timely Tips on Brand Leadership for Brand-name CEOs (and other interested parties)

Tue, 01 Apr 2003 03:42:00 -0800

Despite what the business pages imply, there is one name in every company that is more powerful, more influential, and more critical to the bottom line than the name of the CEO.

Processes and Methodologies for Creating a Global Business-to-Business Brand

Sat, 22 Feb 2003 03:42:00 -0800

The story of how Dow Corning developed the Xiameter brand, including details on naming, legal screening, identity development, Web architecture, and deployment to stakeholders.

The Very Tangible Value of the Brand

Wed, 19 Feb 2003 03:42:00 -0800

Within the financial community, the belief that a brand is one of a company's most important assets is gathering pace.

Infusing Business and Brand Strategies into Account Planning

Wed, 15 Jan 2003 03:42:00 -0800

Brand strategy should be included in the account planning process to ensure that a brand is optimally represented in all communications.

Measure for Measure

Wed, 24 Jul 2002 03:42:00 -0800

What is the right way to value a brand? The answer depends on your objectives.

Future Branding Based on Current Trends

Wed, 26 Jun 2002 03:42:00 -0800

Creating value in tomorrow's brands requires a look at what is changing today.

Brand Architecture: a Look at Key Issues and Emerging Solutions

Fri, 17 May 2002 03:42:00 -0800

How should you structure and manage a portfolio of brands? A look at two approaches to brand architecture and some new trends.

Co-branding: Is It Right for You?

Wed, 27 Mar 2002 03:42:00 -0800

Pick up any newspaper these days, and more than likely, you'll read yet another story ? if not dozens ? about two brands jumping into a relationship.

Can Your Brand Still Be a Winner in Tough Times?

Wed, 27 Mar 2002 03:42:00 -0800

Is your brand strong enough to weather the storm? Maintaining your brand requires tough choices during hard economic times.

Wielding a Brand Name

Fri, 19 Oct 2001 03:42:00 -0800

Branding is an underutilized weapon for competing in a crowded marketplace.

360 Degrees: Holistic Corporate Communications

Sun, 31 Dec 2000 03:42:00 -0800

Integrating every piece of communication sounds blindingly obvious. So why do so many companies stumble along the way?

Dos and Don'ts

Sun, 31 Dec 2000 03:42:00 -0800

Six tips for creating and sustaining Breakaway Brands? in the new economy.

My Son Adolf

Fri, 31 Dec 1999 03:42:00 -0800

Why naming a brand is like naming a child.

The Privatization of Brazilian Telecommunications

Fri, 31 Dec 1999 03:42:00 -0800

Addressing one of the most significant marketing challenges facing Brazil's national institutions.

Brands: More Than Packaging?

Fri, 31 Dec 1999 03:42:00 -0800

Five years ago, we had packaging designers; today, we have brand identity consultants. Has there been a fundamental shift in the way designers approach packaging design?

Eurobranding

Thu, 31 Dec 1998 03:42:00 -0800

How small, fragmented European brands are managing the transition to consistent, cost-effective "Eurobrands."

Ingredient Branding

Thu, 31 Dec 1998 03:42:00 -0800

When is ingredient branding a good strategy for your company?

Structure as Branding

Thu, 31 Dec 1998 03:42:00 -0800

How much can packaging differentiate a brand?

Lucent

Thu, 31 Dec 1998 03:42:00 -0800

Creating the identity for a $20 billion start-up.

A New Era for Corporate Identity

Wed, 31 Dec 1997 03:42:00 -0800

How are companies responding to more sophisticated audiences?