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Chrysler keeps its swagger

Blog, Brand communication, Brand identity, Brands in the news0 comments

image.axdIt was always going to be difficult to follow up on the “Imported from Detroit” campaign, a campaign which had a built-in shelf life. The new work at least retains many elements from IFD, including the voice over of the excellently cast Detroit native Kevin Yon. The new slogan, “America’s Import”, only really works in reference to – deference to – the previous slogan. Bottom line, they achieved a good degree of continuity with this work.

 

 

The Definitive Book of Branding

Blog, Brand communication, Brand identity, Brand meaning, Brands and social media, Brands in culture, Categories0 comments

TDBOBAvailable for pre-order. The Definitive Book of Branding is an edited  book with contributions from brand practitioners/authors like Al Ries, JN Kapferer and Kevin Roberts. Ries opens on positioning, and my chapter – on the creation of meaningful brands – is the second chapter. The book will be initially published in the UK, US, India and SE Asia.

 

Old Spice struggling with new ideas

Blog, Brand communication, Brand identity, Brand meaning, Brands and social media, Brands in the news0 comments

Old Spice

Remember when the “Man your man could smell like” campaign came out for Old Spice? It was often compared with Dos Equis’ “Most interesting man in the world” campaign. As I posted at the time, there is no comparison. Sure, there may be some kind of “spokesman” angel (in truth it was not that important to the OS campaign, as Isaiah Mustafa was not that well known), but the Dos Equis campaign is based on a brand idea. Old Spice’s campaign was based on execution.

Surprise, surprise, the Old Spice campaign disappeared into the “novelty campaign” archives.

I don’t know if this new Old Spice campaign will offend the buyers (moms), as discussed in the article. I’m not even sure it will appeal that much to the users (young men). The insight is paper thin. Continue Reading

Facebook is failing marketers

Blog, Brand communication, Brand meaning, Brands and social media0 comments

In light of this interesting report from Forrester Research on the facebook-logo_20096214479failure of Facebook for marketers (and Facebook is the darling of social media), I’m reprinting a blog post I wrote here on social media  two and a half years ago:

The Honeymoon is Over

There’s a question that vexed CMOs for a while: how can we build our brand with social media?

Many of those CMOs have now realized the sometimes unwelcome answer.

We can’t.

That’s right, brands can’t be built through social media. Sure, social media can be leveraged to support brands. But brands today are built the same way they always were: through brand expression, brand experience and brand advocacy. Again, social media may contribute to these (most aptly, brand advocacy) , but let’s not put the bandwagon before the horse. Continue Reading

El Significado de la Marca

Brand communication, Brand identity, Brand meaning, Brands in culture0 comments

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Ahora disponible en Kindle de Amazon

 

Spanish edition of “Brand Meaning” just released

Brand communication, Brand identity, Brand meaning, Brands in culture, Brands in the news0 comments

Batey SigdeMarca1 cr

The Spanish language edition of “Brand Meaning” is now available, published by Granica as El Significado da la Marca.

Here’s a link to buy the book.

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