Branding and Millennials

As we have written before, millennials represent a very large and distinctive market segment — in the United States and around the world. In setting a brand strategy to best appeal to this group, various factors must be kept in mind. In a recent study (Debunking the Millennial Myth: Initiative’s Global Research Study), Initiative — […]

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A Clever Take on What Brands Cannot Do for Us

Sorry brand marketers, but your brands cannot solve all of our lives’ problems or issues. 🙂 Enjoy this slideshow by Michael Paredrakos, Strategic Planner at the Curious Brain.    

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Lifestyle Branding – Reaching the Market-of-One

A guest post by Alan L. Codkind — Thanks! __________________________________________ Anonymous, one of the most dynamic and creative thinkers of our time, once said, “There is no brand loyalty that two cents off can’t overcome.” How profound. A simple way to understand how brand loyalty works. But is it the least bit true? And, just […]

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From YouSendIt to Hightail: What’s in a Name?

One of the biggest marketing decisions that any firm makes is to change its corporate brand, which represents the foundation of its positioning message. So, what do YOU think of YouSendIt’s rebranding itself as Hightail? Here’s the company description of itself from its Web site: “Founded in 2004, YouSendIt was working in the cloud before […]

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The Most Valuable Brands for 2013

Each year, Millard Brown (a company involved with advertising, marketing communications, media, and brand equity research) publishes an annual report on the leading global brands. Click here for a nice infographic. Click below for the full 78-page 2013 report.    

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What’s Ahead for “Clean Slate” Brands?

For decades, leading companies have focused on brand extensions that build upon the heritage of their most popular brands. So, the question is: Can clean slate brands (new brands) succeed in the face of all of these brand extensions? According to Trendwatching.com: “the consumer arena has never been more fixated on the ‘new’. Thanks to […]

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Trusting Brand Recommendations from Friends

As has been widely reported, consumers consider friend recommendations to be more trustworthy than company advertising. A recent major research study bears this out. According to a story by Todd Wasserman for Mashable: “Seventy percent of consumers trust brand recommendations from friends, but only 10% trust advertising, according to a new report from Forrester Research. […]

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