Can Old Stodgy Brands with Negative Perceptions really Reinvent Themselves?

There is only one way for a brand plagued with a negative brand perception to survive – tackle it head on. Acknowledge shortcomings, address the issues externally and internally and take significant actions to fix things. There are many brands that should take this advice to heart. One example is the United States Postal Service.

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August 17, 2011   2 Comments

Building the Next Generation of Consumers thru the Brand Experience

My three boys have never enjoyed grocery shopping with me, and quite frankly, nor have I enjoyed taking them to the grocery store with me.  So imagine my surprise when, after a recent trip to the newly opened Whole Foods Market in our neighborhood, they commented on what a “cool store” it is.  I was even more surprised to hear them say, “can we come”, the next time I announced I was going to Whole Foods.

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July 7, 2011   Comments Off on Building the Next Generation of Consumers thru the Brand Experience

Zero Degress of Separation… Getting a New Dog Food Brand Directly to the Dog.

In Germany, a pet food is being launched by a company that needed an innovative way to launch a new product with a very small budget. They created a novel concept where a dog owner, standing in front of a billboard on the street, checks in by mobile device to Foursquare, and a dispenser instantly delivers the product, right there, at pet level. Dog eats, is happy, and becomes conditioned that this is a place worth visiting. What a brilliant idea to forgo the gatekeeper (pet owner) and get the product sample to the end user. The dog now “commands the owner.” Thanks to financial guru Peter Farnsworth alerted us to GranataPet.


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April 18, 2011   Comments Off on Zero Degress of Separation… Getting a New Dog Food Brand Directly to the Dog.

Treat Me Like you Care about Me, and I'll Donate more Money.

When a charity or relief agency asks for money and doesn’t give anything back, it really frustrates me. A year or so I gave a nice donation to AmeriCares, a disaster relief agency that responds to emergency medical and humanitarian needs all around the world. About 3 months later I received a standard “thank you” letter, with another donation envelope tucked inside. That really got me steamed… they want something from me but haven’t given me anything in return. At that time, I wrote the CEO and indicated that the constant appeal was very cheeky… and they had now lost me as a contributor.

Contrast that to a small charity in my local community that focuses on developmentally disabled adult children. It’s called “The Cottage”. I have given them money too, and they just sent me a Happy Valentine’s Day card with pictures of the children they help. No, they didn’t ask for anything. The mere act of the card touched me deeply, and made me feel very good about our “relationship” and I will continue to contribute.

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February 14, 2011   2 Comments

Santa Claus not in Jeopardy after Centuries of Careful Brand Management

One of the world’s oldest brands is still soaring. Santa Claus, also known as Saint Nicholas, Father Christmas, Kris Kringle, Chriskindl, or Père Noël is geared up to bring gifts to the homes of good children everywhere. So many have asked what are the secrets to sustaining a strong brand over the centuries. This post will attempt to shed light on this superior feat of brand management.

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December 15, 2010   3 Comments

Can Rupert Murdoch's new Digital Newspaper, "The Daily", become a Successful Brand?

Rupert Murdoch has announced the creation of a new digital newspaper exclusively for the iPad and other tablet devices. It will not be available to standard Internet users, and will cost iPad and other tablet users 99¢ a week or $4.25 a month. The real question is a fundamental brand question… will The Daily represent an attractive enough branded alternative to sustain a business?

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November 23, 2010   2 Comments

While Automated, Electronic Customer Service 'Voices' are Getting Better, some Brands are Missing a Bigger Opportunity.

Companies around the world continue moving customer service to automated systems to cut costs. But in doing so, they may be damaging their brands instead of helping them. A recent Wall Street Journal article highlights the recent moves to shift these automated voices from “cold to homey”.

In some business categories, customer service is the critical touch point where the brand is actualized. While marketers have been focused on advertising and other traditional marketing tools to define brands, it may well be that customer service is the one place where a company has control of shaping the brand in a tangible and powerful way. The service interaction is an enormous opportunity to build the customer relationship with the brand and engender deeper loyalty and advocacy.

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November 4, 2010   6 Comments

Starbucks of the Future… an Idea that Feels Just Right for the Brand

Starbucks is introducing a new concept idea this week. It will serve regional wine, beer, cheese, soup and other small dishes. While designated by location (e,g, “Olive Way store”), it will indicate it is “by Starbucks”. The interior will be more like a cafe that has been in the neighborhood for years, but extremely eco-friendly. This evolution into an after work, evening business just feels right for the times.

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October 22, 2010   25 Comments

Reinvigorating the Hypermarket… Carrefour has Recognized the Importance of the Shopping Experience.

Carrefour, the French company that is the largest hypermarket chain in the world, has seen the light. Recently they announced a new hypermarket concept that has investors excited. They are revamping stores, to be called Carrefour Planet, to make the shopping experience more user-friendly. They call it recreating “the destination store.” This is good news.

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October 6, 2010   5 Comments

How will Tesla Position its Luxury all-Electric Car?

Tesla Motors is scheduling an IPO to raise more capital and complete development of an all-electric car that will eventually sell for $50,000. One issue they need to contemplate is how to position the new car in the marketplace that already has a plethora of environmentally friendly hybrid offerings.

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June 28, 2010   13 Comments