Factors like crisis, the environment or changing perceptions can dramatically impact a brand.
Let’s take a look at what happened to some brands that faced changed perceptions. » Read more: How Changes in Perception Impact Your Brand
Archive for the ‘Branding’ category
How Changes in Perception Impact Your Brand
August 17th, 2010Branding: How Crisis Impacts Your Brand
August 13th, 2010Brand Identity and Brand Equity are important for the future of a company. To use a sports analogy –Would you rather be the New York Yankees or the Kansas City Royals?
Let’s take a look at what happened to some brands that have endured a crisis.
BRITISH PETROLEUM (BP)
British Petroleum re-branded itself as BP as it spread throughout the world. They played off the initials by saying “BP” stood for “Beyond Petroleum.” After, the debacle in the Gulf of Mexico the stock lost almost 50% of its value.
Expected Response: Best estimate is they may re-brand back to Amoco, which they bought in the US and rebranded to BP. » Read more: Branding: How Crisis Impacts Your Brand
Naming Innovative New Products
April 13th, 2010Innovative new products are sometimes hard to describe to the business or consumer purchaser. Naming the product or category is key to communicating your message.
Category Examples
For years we have “Xeroxed” when we photocopied or listened to our “Walkman” when we meant a portable CD player or asked for a “Kleenex” when we want a tissue. Letters have come to be shorthand for whole categories such as “e” in “e-commerce” or “e-zine” and “i” as seen in “iPod” or “iMac.” » Read more: Naming Innovative New Products
How Do Companies Prove Their Worthiness To Customers?
March 2nd, 2010General Motors recently ran a series of ads about the quality of their cars. The gist of the message was about being a “world class” company. The proof of their “world class” status was a 60-day money back guarantee on new car purchases. The commercial got me thinking about what techniques companies use to prove their worthiness to customers and potential customers. » Read more: How Do Companies Prove Their Worthiness To Customers?
CEO Wannabees Create New Marketing Technique
February 2nd, 2010Senior executives at major corporations have recently started using a unique Marketing technique. The technique is bold and headline grabbing. What is it? They are quitting their lofty positions to openly campaign for Chief Executive Office roles at other companies. » Read more: CEO Wannabees Create New Marketing Technique
OXO Gets a Grip on New Markets
November 12th, 2009OXO, the maker of popular kitchen tools is extending its brand to office supplies, medical devices and children’s products.
Unique Selling Proposition
Each company should be able to articulate its unique selling proposition (USP). In the case of OXO, the USP is the cool design, comfort and ease of use of their products. Historically, OXO defined its field of play to be kitchen and household products. » Read more: OXO Gets a Grip on New Markets
