Category — Brand value

What Branding and PR Professionals Can Teach One Another

“Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program.” – Timm F Crull, Chairman & CEO of Nestle

Branding and public relations (PR) professionals have a great deal in common. Branding professionals develop and communicate a promise. PR professionals bring that promise to life through stories, case studies, videos, events and points-of-view. Despite the common ground, branding and PR professionals don’t always collaborate. In some cases, this is because accountabilities reside in different departments. In other cases, it’s because each discipline has its own way of doing things.

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May 1, 2012   Comments Off on What Branding and PR Professionals Can Teach One Another

The Apple Brand Hits another “Tipping Point”

The Wall Street Journal feature about the Mac landing on more corporate desks is more than just an opportunity… it is a tectonic shift that will open up the business market for Apple in amazing new ways. It is truly a tipping point of amazing proportions.

If I were you, I’d buy Apple stock today… believe it or not, it’s just a leap to another plateau.

The Tipping Point, best known from Malcom Gladwell’s 2000 book of that name, is defined as “the moment of critical mass, the threshold, the boiling point.” The very public acknowledgement by GE that it is making Apple products available to GE employees is, in our opinion, a “tipping point”. [Read more →]

January 19, 2012   Comments Off on The Apple Brand Hits another “Tipping Point”

What Happens When We Don’t Trust a Brand Anymore? Ask Netflix.

Netflix stock has tumbled again to an 18-month low of $75 a share based on, among other things, trust. Think about it… the company’s value has erased about $12 billion in just 104 days. Yes the company has see-sawed on promises of splitting apart services, then relenting and bringing them back together… but what they have really undone is the consumer trust and loyalty they had worked so hard to achieve.

One of the fundamental values of a brand is to earn loyalty that results in the security of future earnings. In other words, consumers will come back time and time again to both purchase your products, and also allow them to expand their relationship with you. But the moment a company breaks that trust, it is very hard for consumers to stay on board. [Read more →]

October 25, 2011   Comments Off on What Happens When We Don’t Trust a Brand Anymore? Ask Netflix.

Expensive Wine for $5.83 a bottle? Price can Define the True Value of a Brand.

The Wall Street Journal ran an offer for a sampler of 12 wines for $69.99 with the accompanying copy… “Delivered with $120 savings and FREE gifts.” So they revealed that the cost per bottle is $5.83, which I immediately equated to value. No, I didn’t bite, so I don’t know the labels they would have sent. But think about the mixed message. If the wine was so terrific, how could it be so cheap? Or is the wine not really worth that much in the first place. Was the original price inflated? In other words, price is another way to communicate and support the true value of a brand. And lowering price sends a brand-damaging message.

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April 1, 2011   2 Comments

Gap's Reversal on Changing its Logo is a Testament to the Power of Social Networks.

In a stunning reversal, US retailer Gap introduced a new logo, and then, four days later, bowed to consumer pressure not to change it. The story here isn’t Gap’s misstep, but the amazing ability of social networks to influence significant decision-making on such an important issue. The ability to learn about, think about, and respond to new ideas is a demonstration of the new social collective and its impact on many things, especially business decisions.

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October 13, 2010   11 Comments

Hertz, Dollar and Thrifty in the same Bed. How Many Brands can Hertz Support?

It looks like Hertz will be buying Dollar Thrifty. This presents a number of challenges related to which brands they keep, and whether the jettison any. The market leader Hertz in now in 146 countries with 8,200 locations, and this is what is attractive to Dollar Thrifty. Access to better systems and more locations. So from an operational standpoint, there are valuable synergies.

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April 27, 2010   18 Comments