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Author Archive

Brand Definitions

How Is The Term Brand Defined?

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How Is The Term Brand Defined?

We use the term “brand” with such frequency, such alacrity, and such assurance, you’d almost think we know what it means.

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Brand Marketing

The Difference Between Hollywood And Marketing

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The Difference Between Hollywood And Marketing

Hollywood and the marketing industry have a lot in common: both create fantasy worlds that spark our imagination. Both build dreams.

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Brand Management

Brands Are A Mechanism Of Accountability

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Brands Are A Mechanism Of Accountability

The saying “Success has many fathers, but failure is an orphan” goes back at least as far as Tacitus (around 100 B.C.).

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Brand Management

Brands And The Consumer Hourglass Theory

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Brands And The Consumer Hourglass Theory

Citigroup calls it the Hourglass Theory. As income inequality increases, consumers are polarizing into two groups – the few looking for high-end, highly differentiated and high value-added products, and the many looking for value, and sometimes extreme value.

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Brand Management

The Critical Role Of Context In Building Brands

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The Critical Role Of Context In Building Brands

In 2007 The Washington Post carried an astonishing article describing what is now a classic yet valuable social experiment the newspaper had conducted.

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