What do you use as the definition of Brand? A look at RadioShack’s rebranding efforts.
Posts Tagged ‘Brand’
The Power Of Familiar
The folks that bring us Pepsi, Tropicana and Gatorade have done the product management world a favor by performing a very large logo experiment in public. Tropicana went for a radical new package design dropping their familiar ‘straw in an orange’ image for what I consider a rather generic box. Gatorade traded the logo and [...]
Should You Brand By What Prospects Look For…
Or By What You Want To Stand For?
How should you position your brand when others sully your category through poor execution or worse? Why would you let search engine optimization drive your brand’s identity? Response to a post by Brad Shore at Word Sell entitled, “Should Consultants Call Themselves Consultants?”
Staying Power
Some ideas just have staying power… Even when the brand moves on.
Don’t Departmentalize Brand Promise
Strategy drives an organization. This has become business gospel. It has also led to pigeonholing management of ‘brand promise’ as a communication issue, rather than a key strategic lever that can drive process refinement throughout a company. Imagine getting a promise from someone you don’t know. How valuable is the promise, what does it mean? [...]
I love your attitude and celebrate all of the wonderful changes with you. I loved your...