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Archive for November, 2007

University Branding

Rebranding A National University

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Rebranding A National University

Rensselaer Polytechnic Institute: Why not change the world?™

As Vice President of the Rensselaer Alumni Association (RAA) board and chairman of its national Alumni Admissions Committee I was a key participant in the endeavor to rebrand Rensselaer. Today I want to share the case study of that effort.

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Brand Extension

Brand Extension Disease

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Marketers are a fickle breed. Aside from the usual list of ailments that afflict the general population, we are also vulnerable to a number of conditions unique to us. The most pernicious of these is logos extendos rabidus or, to give it its more colloquial name –  brand extension disease.

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BrandQuotes Derrick Daye

BrandQuote – November 28

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"Safe advertising is the riskiest advertising you can do."

              – Bill Bernbach, Advertising Legend

Sponsored By: Brand Aid

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Brand Audit

Anatomy Of A Brand Audit

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A brand audit provides an analysis of an organization’s brand and its brand management and marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities, and threats. It identifies brand growth opportunities including those achieved by brand repositioning and brand extension. The audit should result in recommendations to improve brand equity, brand positioning, and brand management and marketing effectiveness.

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Brand Watch Marketers For Charity

Coca-Confusion

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This year Coca-Cola launched a rather strange campaign behind its Coca-Cola Zero product.

You may have seen it. It's based on the odd idea that executives at Coca-Cola that sell Coca-Cola Classic want to hire lawyers to sue their co-workers who sell Coke Zero. To them it's "a clear case of taste infringement." In simple terms, the Classic marketing guys want to sue the Zero guys for producing a Coke with no calories that tastes as good as a Coke with calories.

But then you might say, "What about Diet Coke?" Good question. The grand strategy is to have a three-cola strategy (Classic, Diet and Zero). This is not unlike PepsiCo, which is pursuing the same idea. They have basic Pepsi, Diet Pepsi, Pepsi Max and, coming soon, Diet Pepsi Max.

What's going on here? In my estimation, nothing but confusion, and confusion is the enemy of effective marketing. This is the kind of stuff you often see when a category is flat or declining. All the marketing guys sit around, stare at complicated marketing research and try and figure out ways to turn things around.

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