Check out the cool commercial from Under Armour shown below. My favorite part is when the announcer says “From the brand that reinvented the t-shirt comes the very first running shoe made entirely in a clothing factory…” I like this even though you may be saying, as you read this, that I’m contradicting myself based […]
Procter & Gamble is considered a “best of breed” company. Their stock is considered a must-own by the vast majority of stock analysts, and their legacy has spanned two centuries. One reason for their ongoing success is the power of their brands. One reason they have such powerful brands is because they stay so close […]
A while back we talked about what your customer thinks about all the time. You can click here to revisit that article if you like but the simple thing your customer thinks about constantly is the future. Perhaps not surprisingly, that relates very closely to what your customer ultimately, REALLY wants – A BETTER future! […]
Ever wonder what psychology goes into choosing a color scheme for a logo or overall look for a brand? Here’s a link to a short but remarkably detailed discussion on that very subject. Good stuff, well packaged, and worth knowing. Of course, there are also plenty of examples of how completely ignoring convention and doing […]
The U.S. Postal Service has announced it’s licensing a clothing line in 2014 as a way to boost revenue and to help reposition its ailing brand among consumers. This kind of thing is a common way for companies who have strong brand equity and favorable brand associations to leverage that brand into additional revenue. So […]
We may think we’re marketing a “product,” but what the customer wants to buy is a solution. The customer cares less about features (what it is) than benefits (what it DOES for them). Features and facts may help them justify a purchase with logic afterward, but the decision to buy, the benefits they are seeking, […]
Ever wonder why you see so many commercials that make you wince and say, “Why would they put something like that on the air?” The short answer is RESOURCES. The two key resources are time and money, and rarely does any organization, large or small, have enough of either these days. If they ever did. […]
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