brand strategy
The Brand Platform Matters, Because?
By lainie at 15 October, 2008, 1:51 pm
Let’s talk about the Brand Platform. Huh? Exactly. I suppose, first and foremost, let’s define the purpose of the Brand Platform. The purpose of the Brand Platform documentation is to define, clarify and solidify a brand’s position from the “inside – out”. Now, this is a difficult process. If we were talking about an individual [...]
Handbags, tapping into the fashion-forward marketing accessory!
By lainie at 8 October, 2008, 3:22 pm
“Tell me what is in your handbag and I will tell you who you are”, could be the new adage to define women through their attachment to their accessories. Nintendo saw it first, saw it right (?) when deciding to address its messaging to women through their handbags. From metallic rose to cobalt, their handbags [...]
high end marketing, an adequate strategy in a recession?
By lainie at 2 October, 2008, 2:03 pm
As the housing market collapses, as banks acknowledge bankruptcies, as the stock exchange breathes again with the governmental bailout, everybody has in mind the 1929 American financial crash featuring the great depression. As its precursory signs announce flagrantly the gradual fall of the economy, one niche paradoxically still thrives : the High end. According to [...]
brands on sale!
By lainie at 24 September, 2008, 1:48 pm
It’s official now, the new niche to carve targeting the masculine gender lines, products is… to sexually charge the product! No more effervescent brainstorming on a future catch-eye design, no more competing emulation around a memorable tag line, after Ford, unknown Cachaca, Gillette as other non creative brands decided to take the easy road to [...]
Levi’s Marches On
By lainie at 18 September, 2008, 12:39 pm
Levi’s gets real about jeans and the LBGT community. The results are nearly groundbreaking. A great brand, like a great pair of jeans, is all about fit. Just as fashion designers must know how to wrap denim around different body types, branders and marketers must know how to wrap their message around their different customers. [...]
Microsoft’s Future to be Delicious, “Moist and Chewy, Like Cake”
By lainie at 17 September, 2008, 11:55 am
Perhaps we’ll all be wearing dunce caps when a year from now Microsoft releases the first edible computer, moist and chewy like cake. But, all in all, Microsoft’s latest ad campaign is a misfire. And it’s because Bill Gates doesn’t get it. He never really has. Sure, he’s the third richest man in the world. [...]
Worm Poo is their bread and butter
By lainie at 9 September, 2008, 4:53 pm
Back in 2001, two Princeton students wanted to create a product with not only zero, but negative environmental impact. And unlike most eco-friendly product manufacturers, the two didn’t want to pass the higher costs of manufacturing a green product on to the consumer through higher price tags. And it still needed to make a profit. [...]
Hits and Misses in High-End Branding
By lainie at 4 September, 2008, 6:14 pm
At first glance, it looks like an image straight out of Time Magazine: a toothless old woman holds a small child in her arms as she walks down a crowded street in India. Just another photo spread on world poverty, right? Wrong. The image is from a recent photoshoot from the September issue of Vogue [...]
Brand loyalty: an exercise in mindless irrationality?
By lainie at 4 September, 2008, 3:08 pm
Recent Coke slogans over the last couple years have put an emphasis on “The Coke Side of Life”: less about the taste, per se, than the lifestyle. A great post by MediaPost talks about how “the strongest brands evoke a visceral response, beyond the reach of reason” (and taste too, apparently). Coke/Pepsi blind-test studies show [...]
making money on women’s fear
By lainie at 2 September, 2008, 7:58 pm
If you’re female, and have watched TV within the past year, or gone to see the recent Sex and the City movie, you’ve most likely been urged to get a new vaccine called Gardasil, marking the first time most of us experienced being targeted by a drug company when sitting in a movie theater. Pharmaceutical [...]
