Today it seems like every big corporation wants to become more entrepreneurial. They envy the creativity and freedom of small start-ups, and they want that spirit in their own companies. In order to achieve the entrepreneurial spirit, they may have to think and act, even budget and organize, much like a small start-up. Every successful [...]
Tag Archives: Barefoot Wine
New Brands Must Survive Repeated Murder Attempts
Since it’s Halloween, we thought we’d share a scary brand story. For the first five years of our brand’s existence, we had to survive various attempts to kill it. Even after that, we had to be constantly vigilant to protect it from threats to its very life in every new market. It was pretty scary [...]
Brand Story: Barefoot Wine
On Tuesday, October 16, 2012, we will do something entirely out-of-the-box for the book industry, as far as we know. We will offer a limited number of advance eBooks 90 days before the official release of the paperback, The Barefoot Spirit. Further, we will offer a limited number of packages which will include the advance [...]
Maximize Your Impressions with Strategically Chosen Logo Wear
When we had Barefoot Wines, like many companies, we used logo products to get our name and image out there. These included T-shirts, tank tops, polo shirts, corkscrews and visors. We always chose the best quality, most long-lasting items we could find to put our logo on. We started to get push back from our [...]
Joining Forces with Cause Marketing Forum
We developed what we called “Worthy Cause Marketing” growing the Barefoot Wine brand. Our lack of funds forced us to be creative, and in the process, we discovered a way to get the word out on Barefoot Wines and make the world a better place at the same time. Cause Marketing Forum is the country’s [...]
HBS Branding Blog by David Aaker
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Three Models of How a Brand Personality Impacts
What is the worst thing you can say about a person? That they have no personality. Who wants to spend time with someone who is so boring that they are described as having no personality? It’s better to be a jerk; at least you will be interesting. Having a personality is equally helpful to brands. Not all brands have a personality, or at least don’t have a st […]
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Look Who Sold Five Million Recipe Books in Japan: The Higher Purpose Pays Off
A small Japanese company that makes bathroom scales has under 100 million dollars in sales generated by less than 300 people. But they put out a recipe book in 2010 that has sold around five million copies and created a new growth platform. Their story, which depicts how a higher purpose can work, is instructive.Tanita makes and markets accurate, durable, us […]
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Why Brand Leaders in Japan are Winning
BrandJapan is an annual appraisal of the brand equity of one thousand Japanese brands from the view of consumers (BtoC) and business managers (BtoB). Each year I provide a commentary on the results. The 2013 data just became available, and it again provides insights into what drives winning brands in Japan.In the consumer database (BtoC), the big news is tha […]
Brand Week News And Features
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The Complete Taxonomy of College Sports Mascots
We've been in love with taxonomies ever since the agency-name infographic a few months ago. Here's one that's truly stunning to behold—Pop Chart Lab's new Chart of Collegiate Sports Teams. For sale (at $30 a pop) as a 2- by 3-foot poster, the chart claims to offer "a taxonomic breakdown of every collegiate sports team in the United S […]
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Ad of the Day: Bank of America
This lovely "Portraits" spot for Instagram really does wonders with the fuzzy yellow filter that just screams late 70's/early 80's, and the casting and direction bring you into this family's world even as the costumes change with the … hmm? What's that? This is an ad for Bank of America? Huh. Financial services is a tough catego […]
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McDonald's Apologizes for Mental-Health Parody Ad It Says It Didn't Approve
Are you addicted to the Big Mac, or can you stop anytime you want? Whatever your emotional issues with the burger, McDonald's is distancing itself from the mental-health parody ad above, which appeared on Boston's mass transit this month. (The 800 number on the ad is a McDonald's corporate line.) In a statement to Time magazine, Nicole DiNoia, […]
