Changing your logo can be dangerous – especially after 18 years of stability, creating an identity with a customer base, and establishing a business around it. Your logo is the flag everyone salutes whether they are your employees, customers, or advertisers. A sudden change can rock the boat, creating an air of instability, confusion and […]
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Why Real-Time Face-to-Face Communication is Essential to Sales
People buy with their heart and justify with their brain. If you believe that, as we do, you must be sincerely excited about what it is you are selling. Sure, you can get excited about the features and benefits, but what captures people’s attention is your enthusiasm for how it solves their problem and the […]
HBS Branding Blog by David Aaker
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Lessons from My Favorite Charity Brands
I have three favorite charities that also happen to be my favorite nonprofit brands: Feeding America, Teach for America, and Nothing But Nets. The charities share some notable characteristics.They all have: addressed a meaningful social and economic problem area. There are 16 million children living in poverty in the U.S. needing food and education. Every 60 […]
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Why Do Executives Work for Big Brands?
A strong brand can add value in a way that has been ignored—by making the firm more attractive to executives so they will accept less salary. In an era in which salaries are mushrooming out of control, this is no trivial matter for recruitment and for shareholder interests. A recent paper by Nader Tavassoli (London Business School), Alina Sorescu (Texas A […]
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David vs. Goliath: Who Knew the Underdog Has the Advantage?
Malcolm Gladwell’s latest book, David and Goliath: Underdogs, Misfits, and the Art of Battling Giants (2013), is provocative. He makes several points about mismatched contests. Although he does not use any business or brand examples, many of his points could have been drawn from the world of business strategy.Firstly, the “giant’s” advantages can also be a s […]
Brand Week News And Features
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Pinterest Clamps Down on Contests to Keep Them From Getting 'Spammy'
Just a few months after Facebook finally eased off its restrictive contest guidelines, Pinterest seems to be taking the opposite approach. In a recent round of policy revisions and clarifications, the network has greatly limited the scope of promotions that can be hosted by brands and bloggers. In a blog post published Thursday, Pinterest marketing rep Kevin […]
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20 Years of 'Got Milk?'
—Jeff Goodby of Goodby, Silverstein & Partners wrote "got milk?"—one of the greatest marketing taglines ever. Here, he looks back at the campaign on its 20th anniversary. It is perhaps the most boring product imaginable. We have all tried it. Most of us already own some. There is very little to say about it. Milk is not new. It is not improved. […]
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JWT Joins Google's Creative Roster
Add JWT to the list of creative agencies that work for Google. The New York office of the WPP Group shop has landed a creative assignment from Google's Enterprise division after a pitch, according to sources. Enterprise markets Google's browser, cloud platform, maps and search services to businesses, schools and non-profit organizations. A JWT repr […]