Brand Strategy And The Power Of Design
November 20, 20113 min
Design is an essential thinking skill that must be mastered as a strategic business imperative throughout the entire enterprise. Design is not merely a decorative act.
NEW THINKING
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November 2011 - Page 2 of 5 - Branding Strategy Insider
A Brand Is Bigger Than Performance
November 18, 20113 min
Not long ago, a popular post was published on the Harvard Business Review site by Dan Pallotta. It was headlined “A logo is not a brand.” That is a familiar enough declaration, and not far from the phrasing I use myself on the subject of brands. I clicked on the link expecting to find a familiar argument. But what I found was very different.
How Did Apple Computer Get Its Brand Name?
November 17, 20112 min
One of the many sidebars to media coverage of the death of Steve Jobs in October 2011 was an old question: Where did the name Apple Computer come from? Lots of speculation has floated by:
Brand Marketing And The New Consumer Profile
November 16, 20113 min
Future circumstances, already manifest and surfacing, will demand something wholly new of consumers, and thus of marketers, too, something more than a clever new look to rehab an old approach.
Brand Building And Aesthetics
November 15, 20111 min
Whether one considers Apple’s iPod, iPad or iPhone or Ty Nant’s bottled water or Giorgio Armani clothing, aesthetics plays an important role in the appeal of brands. Even the appeal of less upscale brands is often driven at least in part by their aesthetics. Consider Dove soap or the Gillette Fusion ProGlide razor or Hershey’s Kisses or the earlier version of the Hyundai Sonata that looked like a Jaguar.