November 4, 2017

The recent Dove debacle – the literal definition of “whitewashing” – is just one in a seemingly endless and accelerating series of brand-damaging misfires by marketers who believe they are too clever by half.

Oh Dove, did we not learn from the ill-fated objectifying by...

October 7, 2017

I read a post the other day which made the excellent suggestion we move beyond the “Digital Marketing” label to “Modern Marketing.”

According to Oilve &Co, modern marketing “connects brand with real customers and drives business results by blending strategy, creative, t...

September 2, 2017

In my last post, we touched on the advantages of a well-chosen name. Now comes the fun part where we look at how one might approach creating a new brand name.

As With All Things Good And Right In Marketing, It Begins With Strategy

Do you have a deep understanding of the...

August 5, 2017

Shakespeare was wrong.

With apologies to The Bard, there is a lot in a name. A rose by any other name may smell as sweet – provided you could convince someone to inhale. I think that might be a harder sell if the name were, say, “Skunkweed”.

David Placek, President and F...

July 8, 2017

Depending on how it goes to market, a company is faced with how to brand their product portfolio. This “Brand Architecture” is a critical decision for current and future business operations. In short, it comes down to whether the company will be a “Branded House” or a...

June 2, 2017

Before launching a brand, it’s vital to create a Brand Framework to guide your decisions. Put simply, a brand framework serves as a North Star which defines what the brand stands for, and acts as a guide to ensure all touchpoints with the market build on the brand.

For...

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