Counterfeiting the World’s Greatest Condiment…
Could your brand be threatened by pirating?
A recent story has hit a number of news outlets and got me thinking…
Want a Futureproof Brand?
Start with Uncomfortable Questions.
Last week, I delivered a talk on motivating consumers to action. My formula for success boiled down to two simple fundamentals. Understand yourself, and understand your customer.
Is This the End of Branding as We Know It?
AdAge reports that Australia has ruled in favor of plain packaging requirement across all tobacco brands. Regardless of how you feel about the product, is uniform packaging the end of big tobacco?
If the product becomes stripped of brand equity and visual recognition, is there a need to compensate a Continue reading this post »
Announcing the 2013 REBRAND 100 Global Awards!
Enter by September 26, 2012.
Competitor pressures, plummeting sales revenue and outdated marketing strategy are some reasons behind a company’s need to reposition itself and remain financially viable. REBRAND™ is the leading global resource for case studies on effective brand transformations: the repositioning, revitalizing and redesign of existing brand assets to meet business goals.
New Book by Bryan Pearson
Bryan Pearson, President and CEO of LoyaltyOne, has just written a new book outlining how to unlock the key to relevancy and build trust with your consumers.
By describing how to turn customer information into customer intimacy, Bryan provides both compelling examples and actionable tools to make better sense of data and build better relationships.
Read an adapted excerpt from The Loyalty Leap, by Bryan Pearson at CPG Branding’s book section.
The Precautionary Principle of Marketing
In 1999 there was a meeting of prestigious environmentalists and academics promoting a theory of thought around environmental policymaking called “The Precautionary Principle”. In its strictest sense, and broken down to its most basic tenet, the principle states that “ultimate precaution should trump all other considerations in future Continue reading this post »
Targeting Moms. Forgetting Dads.
With the London Olympics underway, there has been much discussions about the commercials being aired during the Games. At a recent #blogchat, one question that was heatedly debated was the female-oriented P&G commercials. P&G had long used the slogan “Proud Sponsor of Moms”.
The Client and Agency Relationship
4 Things Each Can Do To Build It
The Client and Agency relationship is typically an evolving, and at times, interesting dynamic in its mix of corporate political formality and genuine human interaction. At its best the relationship is a true partnership built on mutual respect. At its worst it is Continue reading this post »
Designing Sustainability That Sells
Consumers are beginning to express their desire for more sustainable products. But by and large, green products are not making themselves easy to love.
Lance Hosey, who keynoted at the recent Sustainable Brands conference, believes there’s still a fundamental disconnect between form and function in green product design . Simply put, products that are more sustainable tend to telegraph sensible, not sexy.
Is Your Brand Ready to Tap the Green Affluents?
My job is creating futureproof brands for clients. I believe those brands are built on sustainability, innovation, design, insight and sociability.
Among these attributes, insight has a special place. Get it right, and your brand lines up with what tomorrow’s consumers demand. Get it wrong, and you become the next Continue reading this post »
