In September 2014, nearly 500 marketers gathered in Las Vegas for the 12th annual Brand ManageCamp — to learn, share, inspire, and be inspired to build great brands. The following are some of the ideas and insights shared from the outstanding line-up of speakers including Jay Baer, David Aaker, and Jeffrey Rohrs. Ideas & Insights […]
Advertising & Brand Communication
Word of mouth marketing (WOM) may be the most effective marketing out there today, given the wide availability and accessibility of people’s opinions coupled with the continuing public distrust of company sales pitches. But WOM doesn’t just happen – nor does conventional marketing wisdom apply. WOM marketing is unlike any other kind of marketing out […]
09.18.14
You Have Nothing Worth Communicating
From What Great Brands Do: Unless and until your culture is expressed clearly through your customer experience, you have nothing worth communicating. In light of recent high-profile brand logo changes — Southwest Airlines, Hershey, and WWE — it seems a good reminder that great brands build their brands by cultivating a strong brand-led culture inside their organizations — […]
Earlier this week, Bruce Horovitz at USA Today asked me what I thought of the new ads from GoDaddy, replacing the overly sexualized use of Danica Patrick with spots featuring her and NASCAR crew chief Tony Stewart playing gags on each other. He ended up using only a line from my response in the write-up, so thought […]
The real action at the World Cup won’t be between by the national teams from Brazil and The Netherlands, nor from Germany and Spain, or from any other soccer team. The biggest competition just might be between Nike and Adidas. […]
I’m sure I’m not alone in admiring Nike as a great brand — one that has capture people’s hearts and minds, not to mention their wallets and social conversations. What makes Nike such a well-loved brand? In addition to the insights I share in my book, What Great Brands Do, there is now solid market […]
– the book: Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers – an easy read filled with fascinating brand stories – the brain: Tim Halloran, former executive at Coca-Cola and current consultant to companies including Home Depot, Kraft Foods, and the NBA […]
Yesterday, Starbucks launched its new Oprah Chai Tea. More than just your typical celebrity endorsement, the collaboration is a significant move for both brands, Starbucks and Oprah. […]
04.23.14
Why Red Bull Loves Its Haters
When Dietrich Mateschitz launched Red Bull in 1987, he wanted the brand to be perceived as an ultra-premium drink so he made it the most expensive carbonated drink around at $2 a can. […]
Who would have known just 10 short years ago that a surfer chilling out after a failed start-up would end up having created a cultural phenomenon?! That’s what Nick Woodman, creator and CEO of GoPro, did. Just last year, the maker of small, wearable, high-definition cameras hit $526 million in revenue and attracted electronics manufacturer Foxconn […]