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.

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 Competitor pressures, plummeting sales revenue and outdated marketing strategy are some reasons behind a company’s need to reposition itself and remain financially viable.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.

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

Anaezi Modu, Founder and CEO of REBRAND™ has graciously offered to extend all members of the CPG Branding and Marketing Forum a $100 discount if they enter the 2012 REBRAND 100 Global Awards. Anaezi has been a longtime member of our forum and has worked tirelessly in support of the branding community through her work at REBRAND™. [...]

What is a trend? For me, it is when the street meets the runway. In the world of scents, this is when a fragrance is found on the shelves of every day consumers at the same time that it is being used as the main ingredient of some new fine fragrance launches. For

Are You Just Hoping for a Repeat? I just recently finished teaching an intensive weekend marketing course at NYU—all about building the brand experience. Toward the end of the class I do a section on “making good choices”. I believe that the secret to successful marketing lies with making good

Creativity is an interesting subject because it is manifested in good design. Design can be translated into various forms but in the end, it is an expression of new or inspiring ideas. I believe a few recognize the energy as God or Intuition speaks to them through one of

I have a confession I love commercials with babies. Maybe it’s because my first brand assignment was on Johnson’s Baby Products or maybe it’s because I like the potty humor, not sure. It’s certainly not because I love hanging out with babies, though, I found that part of life as a Dad way too stressful!

Any new design initiative must be preceded by some form of market investigation, because without an understanding of the context within which a package or brand must communicate, any such initiative would be undertaken with a virtual blindfold on!
The aim of this article is to give some guidance and methodology, in order to make your future store-checks both effective and useful to understanding the market context and aiding the design and marketing process.

Innovative Scent Delivery System Years ago, the thought of a scented e-mail or a device connected to our home entertainment centers that allows us to enjoy specific aromas while watching theater or gaming was merely fanciful. The idea that we can become part of the experience by