brandendeavor.blogspot.com
Brand Endeavor Blog: November 2009
http://brandendeavor.blogspot.com/2009_11_01_archive.html
Monday, November 23, 2009. Don't Call Me That. We’ve had a couple of clients ask us recently about if and when it’s okay to use an informal “nickname” for their brand. With RadioShack recently making the very uncool move. A Brand with a Plan. This is a good time to start thinking about the plan for your brand in the year ahead. A lot may have changed since you last examined your brand positioning, so here are 3 questions you should ask to begin your planning:. Who are your real competitors? What is your ...
brandendeavor.blogspot.com
Brand Endeavor Blog: December 2011
http://brandendeavor.blogspot.com/2011_12_01_archive.html
Wednesday, December 14, 2011. Ducks and Turtles and Bears. Oh My! About which uniform would be the best Rose Bowl combo for the Ducks. When the Maryland Terrapins launched their own totally cool multiple-combination unis. Branding firms have long held that brand guidelines allow for creative adaptation, but most brands err on the side of strong consistency and adherence to rules. Coca-Cola put brand flexibility to the test this holiday season when it launched an all-white Coke can.
brandendeavor.blogspot.com
Brand Endeavor Blog: The Brand Bank Account
http://brandendeavor.blogspot.com/2010/03/brand-bank-account.html
Tuesday, March 23, 2010. The Brand Bank Account. Reported that Toyota sales in March have rebounded to pre gas-pedal levels. This rebound is attributed to aggressive sales incentives, which likely serve to reassure the Quiety Loyal, not to convert the Overtly Afraid. Next time you hear some news about Toyota, consider your own organization’s brand bank account. How rich in brand equity are you? Hopefully, you’ll never need it. But it’s always good to know it’s there. Subscribe to: Post Comments (Atom).
brandendeavor.blogspot.com
Brand Endeavor Blog: If you make it, don't break it
http://brandendeavor.blogspot.com/2010/08/if-you-make-it-dont-break-it.html
Thursday, August 5, 2010. If you make it, don't break it. Six months ago, we wrote about Toyota and its Brand Bank Account. We asserted that Toyota’s strong brand equity – built by making a brand promise and consistently keeping it year-after-year – allowed Toyota to weather its quality crisis better than a brand with lower equity would have. Toyota didn’t go “into the red” reputationally, because its pre-crisis brand equity was so strong. In 2000, BP re-branded itself. The moral is: if you are not fully...
brandendeavor.blogspot.com
Brand Endeavor Blog: August 2011
http://brandendeavor.blogspot.com/2011_08_01_archive.html
Tuesday, August 23, 2011. Can branding really increase sales? Brand Endeavor’s own Christie Harper was recently invited to contribute to an interesting new book called The Book on Business from A to Z: The 260 Most Important Answers You Need to Know. One of the questions that’s already garmered a lot of interest from early readers:. How does branding increase a company’s sales? By making a compelling and relevant promise, you attract new customers with that promise, you retain customers by providing the ...
brandendeavor.blogspot.com
Brand Endeavor Blog: Can branding really increase sales?
http://brandendeavor.blogspot.com/2011/08/can-branding-really-increase-sales.html
Tuesday, August 23, 2011. Can branding really increase sales? Brand Endeavor’s own Christie Harper was recently invited to contribute to an interesting new book called The Book on Business from A to Z: The 260 Most Important Answers You Need to Know. One of the questions that’s already garmered a lot of interest from early readers:. How does branding increase a company’s sales? By making a compelling and relevant promise, you attract new customers with that promise, you retain customers by providing the ...
brandendeavor.blogspot.com
Brand Endeavor Blog: February 2011
http://brandendeavor.blogspot.com/2011_02_01_archive.html
Thursday, February 10, 2011. As the country’s most celebrated and simultaneously reviled Hallmark Holiday approaches, our thoughts have turned to the importance of emotion… in branding, of course. Companies often think they win based on price, features or functions – and their brand messages reflect this. Comparing Kmart and Target is always a great demonstration of functional vs. emotional marketing. Check out Kmart’s back-to-school commercial. Be careful here: this is not about what you want them to TH...
brandendeavor.blogspot.com
Brand Endeavor Blog: Ducks and Turtles and Bears... Oh My!
http://brandendeavor.blogspot.com/2011/12/ducks-and-turtles-and-bears-oh-my.html
Wednesday, December 14, 2011. Ducks and Turtles and Bears. Oh My! About which uniform would be the best Rose Bowl combo for the Ducks. When the Maryland Terrapins launched their own totally cool multiple-combination unis. Branding firms have long held that brand guidelines allow for creative adaptation, but most brands err on the side of strong consistency and adherence to rules. Coca-Cola put brand flexibility to the test this holiday season when it launched an all-white Coke can.
brandendeavor.blogspot.com
Brand Endeavor Blog: Are You the One and Only?
http://brandendeavor.blogspot.com/2011/05/are-you-one-and-only.html
Tuesday, May 31, 2011. Are You the One and Only? There is a commonly cited conventional wisdom in the branding world that your brand promise should emphasize that your company is the ONLY one that does X or provides Y. We’ve had a lot of clients and friends ask us about this recently – should their brand be held to the standard of “Only Us? Consider Volvo. Volvo is widely recognized as the automotive brand that owns the concept of safety. But is Volvo the only safe car? Is it even the safest car? So when...
