Latest BRANDING articles

Uncovering The Danger Of Undercover Marketing

You’re strolling down the street when a tourist asks you for a favour. Can you take his picture? Being the Good Samaritan that you are, you kindly oblige. He hands you his hot new cell phone that is not only a phone, but a digital camera as well. The tourist [...]

The Systemic Brand: Seeing The Bigger Picture In An Interconnected Brand Scenario

When you change the way you look at things the things you look at change.
Take for instance the dilemma of today’s smarter brand marketer. The prior notions about a “brand” being the connector of ideas from the mass marketer to the consuming masses didn’t include today’s interconnected scenario; and our aspirations couldn’t see past ideas [...]

Summer

“Summer is our downtime, we’re not interested. Thanks, get back to us in the fall.”
There is a theory suggesting that companies that invest in economic downturns actually outperform market leaders in upturns, surpass the likely victor, and become the ones to watch. And not only are they getting the attention of the marketplace, but of [...]

Living In The Age Of A Distrusted Brand

We live in a society that lacks trust. We don’t trust the government, we don’t trust the media, and most of us don’t even trust that something as simple as the mail will be delivered to our door everyday. So why would we trust Advertising?
Everyday consumers are bombarded with millions of advertising images, all marketing [...]

Branding The Truth Elected

There is a lot of talk about truth and fairness lately. Psychotherapist and author Brad Blanton of “The Radical Truth” talks about how it is so much better for both people and business to own up and come clean. Oxfam International; an organization seeking to find lasting solutions to poverty, suffering and injustice; has launched [...]

The Business Model Is The Brand: Opening Up Business Models To Build Lasting Brands

By now, we all know that a brand is more than its image or its promise. It is even more than an expectation of performance set by marketers, which constitutes everything from the consumer’s experience to the business itself.
Today, price and quality are easy to replicate, so as brand custodians, we invest in creating [...]

Why Not Brand For An Entire Century?

Now a new routine emerges as savvy marketers enjoy cyber-branding using Network Solutions’ latest offer of $1,000 to secure a domain name for an entire century.
Wow, it’s the bargain of the century…only 3 cents per day. Right now it’s the cheapest license in the world, providing the registration rights to your URL; it’s the only [...]

Bad Apples?

Steve Job’s start-up of Apple Computers in 1977 ruffled the feathers of Apple Corp, a record label that The Beatles had established two decades earlier. After years of expensive legal fights, Apple Computers paid hefty damages and an agreement was reached to co-exist in 1991.
But now Apple Computer’s creation of iTune, a music dispensing online [...]

Food For Thought

I was just at a very interesting BCAMA (BC Chapter of the American Marketing Association) event called “Birks: Saved by the Brand”. Some of you might know that in 1993 Birks filed for bankruptcy, after 114 years in business (that’s almost as long as Canada has been around!). Diane Oliver, VP of Marketing, discussed how [...]

The Case For Using Brand Consultancies

Okay, I know what you’re thinking. This is an attempt to sell the concept of brand consulting – by a brand consultant. Well you’re right, but you might find our early learning about the emerging role of strategic brand consulting of interest. In starting a brand consulting practice focused solely on brand strategy, Fallon Brand [...]

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