What’s in a name? When it comes to the three brands I’ve looked at this month … everything. The sign of a great brand isn’t only name recognition, but the image you get in your head when you hear the name. You should immediately feel something when the name is mentioned. The best brands allow you […]
We are in the midst of a true paradigm shift. Consumer behavior suggests consumers want to be more in control of their interaction with the marketing that brands are pushing out. As marketers collect more data and gain access to more powerful analytic technologies, there also is a new dimension we need to access to […]
No, I’m not a woman. But I do shop for women’s clothing. Huh? Let me clarify. My wife hates to shop. She simply refuses to buy things for herself (weird, I know). I, on the other hand, love to shop, especially for clothes (even weirder). So I end up doing all the shopping for her. […]
Every brand, regardless if they’re B-to-C or B-to-B, big or small, old or new, has a unique story to tell. Unfortunately, most brands don’t tell theirs very well. Many have forgotten where they came from, what made them special, or have drifted so far from their roots that they’ve lost track of who they are. […]
The art of brand building still remains a mystery to many companies. During these tough economic times, business leaders are searching for ways to grow their brands, expand their reach and influence their bottom lines. Retailers need to reach more people with more products, more often. Human nature tells us the best way to grow […]
What’s the single biggest mistake that most marketers make when it comes to delivering a brand experience? Communicating your brand to customers only. Are you guilty? Or are you really building an experience from the ground up? To answer this question, consider this scenario. Pretend you’re walking down the street and you happen upon two […]
If I were to say, “The Man in Black,” who would you think of? If you’re a music fan, chances are country legend Johnny Cash would come to mind. How can the simple mention of a color bring about associations of a specific individual? Somehow, Johnny Cash was able to elevate his image beyond just a […]
Retailers must make a concerted effort to get consumers’ attention in today’s fast-paced environment, where prospects are subjected to hundreds of adverting messages a day. When it comes to brand recognition, integration is the name of the game. For consumers to really connect with a brand, they must have the same brand experience online, in-store […]
For this third installment of our review of brand integration, we explored the selling channels of Pottery Barn, Restoration Hardware and Crate & Barrel to see how they’re navigating the recession. Pottery Barn Romantic afternoon light streams through the windows. Your gin and tonic is refreshing and cool in your hand. You hear Daisy’s voice, […]