Companies that acquire a brand may think they “own” it, but they are really brand stewards. They are responsible, like parents, to protect and grow the brand so it will continue to thrive under their stewardship. Many brands have survived multiple owners. Many have died in the hands of poor brand stewardship. What are the […]
Archive | Rebranding
RSS feed for this section
Rebranding a City
Can a city rebrand itself? That’s the question Syracuse, New York is answering in the affirmative. The post-WWII industrial boom that fueled its economy for nearly a half century has all but disappeared. It left this historic city with big challenges, including unemployment, vacancies, youth flight, and reduced property values. But now Syracuse, once the […]
HBS Branding Blog by David Aaker
-
7 Indicators of Brand-Building Inadequacy
Is your brand-building effort effective? Is the budget spend effective? In my first branding book, Managing Brand Equity, I identified indicators that brand-building was misdirected, mismanaged, or underfunded--problems that are increasingly relevant today. With a few edits, here is the list.Managers cannot identify with confidence the existing brand image, […]
-
Charity: Water - The Ultimate Brand Storyteller
Storytelling succeeds. Stories are more attended to, more memorable and more impactful than any other type of communication. For an example of a brand that has found and leveraged stories successfully, take a look at Charity: Water.For example, one of their most popular videos tells the story of the water crisis in Africa and other emerging countries. They b […]
-
McDonald’s Struggles to get “Fresh,” Relevant
McDonald’s is addressing a new relevance problem among the key 18 to 32 year old demographic that wants freshness in their fast food fare. Their “solution” is the McWrap, a freshly prepared sandwich wrap. The tortilla-based wraps contain sliced tomatoes, spring greens, shredded lettuce and even cucumbers, a first at McDonald’s, together with chicken, cheese […]
Brand Week News And Features
-
What It's Like To Wear Google Glass
Among those lucky enough to get their hands on Google Glass this summer is social marketer and CEO of Deep Focus, Ian Schafer. After a couple months trying out his new look, he's ready to share some thoughts on how well Glass will work as a marketing tool. […]
-
Healthy Kids Feast on Unhealthy Foods in Vintage Back-to-School Ads
In the spirit of back to school, let's fatten up our kids and send them into anaphylactic shock! Seems that wasn't much of an issue in the '50s, when fall advertising aimed at lunch-packing moms revolved around peanut butter, dairy and sugar. The kids in the marketing were invariably trim and rosy-cheeked, never lactose intolerant or nut aller […]
-
Makers of the Squatty Potty on Your Bathroom Habits: You're Doing It Wrong
This "educational video" about the Squatty Potty, which is basically a step stool (ha!) that corrects your toilet posture (tagline: "Healthy colon. Happy life"), feels more like an expertly done PowerPoint than a real ad. It's also full of correlation/causation fallacies, but there's a whole team of scientists at Stanford who st […]
Follow Us!