denise lee yohn: brand as business bites™ /

I’m working on two big and juicy brand repositioning projects.  While both involve quite significant departures from the companies’ current strategies and it’s still pretty early on in the projects, it’s likely one is going to be successful and the other, not, or at least less so. I thought the reason for the difference between the two would make for a good post.

(more…)

Recently I met with the folks in Cisco’s brand group and was delighted to find a few simple brand tools sitting in the place where a person’s business cards are usually found. (more…)

Yesterday I explained that I’m devoting my blog posts this week to a series on “5 Brands We Would Miss.”  The series, prompted by 24/7 Wall’s list of “Twelve Major Brands That Will Disappear,” is intended to explore what we would miss as a result of some of brands’ demise.  Today, it’s Budget. (more…)

There’s a healthy debate going on over at AdAge.com this week — a POV by Michael Fassnacht, Chief Customer Intelligence Officer at DRAFTFCB entitled “The Death of Consumer Segmentation?” (more…)

Why do brands that have a strong point of differentiation not position themselves on it??  Quizno’s serves a case in point. (more…)

Martin Bishop, author of the blog Brand Mix, recently posted about some new research on brand loyalty.  An implication from the research findings is that you can steal brand loyalists from the competition (more…)