But what really interested me was the list in the comments that followed as to who, in the minds of readers, was even more responsible for misleading consumers. If you look at some of the best advertising in the world, its purpose is often not to give consumers facts.
Credibility – the very presence of a brand in media often gives that brand credibility and of course familiarity.
Personality – conveys character, and therefore what people expect in other parts of the experience chain. Unless you are making ads that inspire and incite in ways that surprise and are true to what your customers hold dear, you’re not advertising, you’re blathering. I guess part of it is our own fault, as consumers we wouldn’t get attracted to something that doesnt look good in print. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider.
Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox.
Positive: Physical courage, strength, warmth, energy, basic survival, ‘fight or flight’, stimulation, masculinity, excitement.
The following infographic shows how colors affect purchases (color increases brand recognition by 80%!). Pantone, a global authority on color—especially in the graphics arts industry—celebrated its 50th anniversary in 2013 by creating an infographic that takes a look at the history of color in the past 50 years.
Having a unique product or service that either creates a trend or takes advantage of one, is certainly a key factor in starting any venture, but branding your company name and building on that brand should be very high on the “To Do” list as you pour the foundation for your business.
Today’s customers are more wired, better informed and shop with higher expectations than any time in history. Building a successful brand is an evolutionary process that takes two things companies don’t like to part with: time and money. Once you get there, it’s not the company name, but how you define the company name that matters with branding.
Generating positive responses to all of those questions is essential to building brand loyalty.
The obvious benefit from brand loyalty is that your customers will spend their money on your product or service.
Businesses that have successfully branded their names can use the trust they’ve built to introduce new products. Successful branding can help your company, even if you’re only competing on a regional or local basis.
The Nike brand is recognized around the world for setting the standard of excellence in athletic footwear, equipment and apparel. About VistageVistage International is the world’s leading peer advisory membership organization, serving more than 18,000 CEOs and senior executives in 15 countries. Some businesses will go a step further and integrate the mascot’s likeness straight into their logos (such as Chiquita has done above, and insurance provider AFLAC), making the visual correlation even more poignant.Color choice also has an impact on consumer reaction. The Value Engineers - We are strategic brand consultants who blend together real expertise in branding, strategy, innovation and insight. This blog forms part of our wider Brands Driving Positive Change blog series, we’ll be uploading a new post every week so keep checking back for the latest thoughts on what it means to be a force for good… Ariel’s recent ad campaign in India has caused a social media storm. This blog forms part of our wider Brands Driving Positive Change blog series, we’ll be uploading a new post every week so keep checking back for the latest thoughts on what it means to be a force for good… Happy World Earth Day! Led by a greater recognition of the power of a consistently and coherently delivered brand experience, B2B branding is now entering a third age. In this age of transparency, and to celebrate the 250th anniversary of becoming the first country in the world to introduce a constitutional law abolishing censorship, Sweden has, thanks to the Swedish Tourist Association, become the first country in the world with its own phone number.
Once predominantly a way of brands securing their (and the planet’s) futures, sustainability has taken on a whole new role, increasingly recognized as a means of driving significant brand equity and loyalty. This week I attended socially-conscious meet-up Beer Here’s event “Feeding the System”; an exploration of how “your dinner is changing the world”…and not always for the better.
The best brands should appeal to more than your rational self; they should evoke an emotional response. The latest high-earning French model has long, silky, white-blonde hair and brilliant sapphire-blue eyes. It is often jokingly said that there aren’t many famous Belgians and that the most famous ones are only fictional – Poirot and TinTin. In the British TV comedy, “Keeping up appearances”, the lead character is a social-climbing snob called Hyacinth. Se presenta la gran noticia para todos los expertos de marketing en Espana y America Latina.
In a world of digital news and digital views, in which eyeballs on pages are rapidly being replaced by iBalls (sorry, Apple) on screens, it’s no wonder that the print magazine industry is struggling. On Monday August 10th 2015, Google announced a major restructuring, creating what was effectively a new holding company with Larry Page and Sergey Brin at its helm.
Created to answer a personal request of the honorary chairman, deemed unlikely to sell because it lacked a key product feature, with a name that senior management actively disliked, it went on to be a worldwide success that has helped shape the music industry, selling millions and millions of units worldwide. One of the most famous American brand icons of all time wouldn’t exist today if it wasn’t for the Russians, or more particularly one specific Russian – Jacob Youphes.
Wherever I go my constant curiosity means that a visit to the supermarket is a chance to introduce myself to some of the local brands. When someone asks you to think of Japan, you might imagine futuristic urban scenes, complete with Pokemon hats and technology in all its geek finery.
Who would have guessed that perhaps the most famous British fighter plane of World War II would prove to be the inspiration for the world’s first and most popular baby buggy? Most companies don’t have a mission statement which explicitly states that their aim is to get you doing something other than what the brand is about all, but then Pinterest isn’t ‘most companies’. The fact that D-P-R aren’t the initials of the three founders’ surnames is the first of many differences of the DPR brand. Patrick Venning, now Marketing Director at Pernod Ricard, is a man who, like many of us, has sometimes learnt his lessons the hard way. The origins of some brands have been lost, while for other brands they are blessed with a number of alternative stories of their beginnings. Even 100 years on, it is hard to imagine the true scale of death and injury caused by World War One.
Our very own Giles Lury featured on Radio Horton on the 29th January 2015, answering questions from ex-BBC journalist Iain Nicholson on business storytelling. Nowadays, if you don’t know your heart rate, current calorie count and steps taken at any given point in the day, you are soon to be in the minority. At its launch, Nivea’s advertising featured classic beauty models of the times – many akin to “Gibson Girls”. Sustainability is a topic that has been high on the corporate agenda for many years, and rightly so!
The story of how Peugeot travelled from corset supports in dresses to motor cars is one of the better-known tales about the brand. Back in October I started drafting a blog on Lego getting caught in the crossfire between Greenpeace and Shell over the former’s objection to the latter’s drilling into the Arctic for oil, but I had to let the moment pass due to more pressing commitments.
Picture this if you may, your company has come up with a ground breaking product that is going to revolutionize the category or industry as we know it. This week from The Prisoner & The Penguin, the story of how focusing on community rather than the bottom line inspired awesomeness for Threadless. Find out how Beaujolais Nouveau raced to the top here on The Prisoner and The Penguin blog! Managing your Brand Portfolio: What would you have done with Maybach if you were Mercedes?


Many brand houses have built a portfolio of brands structured across an axis of cost, from low-cost’ to super-premium with brands aligned to different parts. Andy Murray’s has done pretty much what most athletes in their prime tend to do: he has launched a new logo. The story of how LinkedIn came into being – read here on The Prisoner and The Penguin blog.
To kick off 2015 (and to blast away those Dry January blues), find out about how a new beer was born here on The Prisoner and The Penguin blog! What do you do when you have been given a portfolio of brands to manage but no budget to do it with? It implies of course that people can’t see that they are being told things that are, how shall I put this, overly optimistic. It may have been once but in today’s world, with so many channels, instant search, review sites and social communities, the details and the realities are fairly easy to find elsewhere. A lightning rod for likeability if it’s done well because it gives a brand immediacy and humanity, providing of course the feeling holds true at every touchpoint. Vital for NGOs of course – but increasingly important for opinionated brands looking to build affinity with consumers through common beliefs.
Particularly useful for brands looking to change a consumer habit (or indeed looking to instil one).
A powerful indicator of a change in attitude within the brand, or a call for the consumer to rethink their own view of a brand they felt they knew. At its worst, and sadly in its most common expression, advertising is anything but inspiring or truthful – loud, intrusive, stupid, self-centered and above all boring.
The answer to this question would probably be a negative one, however, Porsche still makes commercials. That’s actually a topic of frequent conversation around our agency, in no small part because creating work that treats people with respect is one of our founding tenets. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. Well, it’s no secret that different colors evoke different emotions in all of us, but which colors induce which emotions? They are prime examples of Fortune 500 companies that recognized that successful name branding is a serious subject in the development of a business. In the long run, it’s the promise you make to your customers and employees that you stand for something.
It often includes some uncomfortable stumbles along the way, as companies battle to gain recognition in the marketplace while simultaneously trying to build brand loyalty.
There are literally thousands of tips on what goes into choosing the right one, but the truth of the matter is you’re really lucky to get it right the first time.  The name you start with is seldom where you end.
A check of other Fortune 500 companies shows that often it takes several changes before companies feel confident enough to brand the name. You hope the feedback comes from your customers, but it’s almost as vital to have positive answers from non-customers, too. Consumers in China, Brazil, South Africa, Australia and other foreign countries are shopping for American goods online, and they’re looking for brand names.
Nike built its reputation on running shoes and used that over the last decade to emerge as a force in equipment and apparel sales for all sports, especially golf and soccer. IBM dominated the computer market in the 1970s and ’80s, then watched Microsoft and Apple surge past it. Having a good brand name within your industry can help you attract employees or even motivate the ones you have to perform at a higher level. It can be expensive and take decades, especially if you’re trying to compete in the national market.
He is an award-winning writer with more than two decades of experience in the areas of news, sports and public policy.
Vistage members participate in Chair-led advisory board peer groups, receive one-to-one coaching, learn from expert speakers, and interact among a global network of CEOs.
When harnessed correctly, this power can be used to drive impactful positive change: brands can be a force for good.
So while it might have started with a Birds Eye Beef Burger and gone through an awkward phase over a Ready Meal, who could have thought that the humble Fish Finger could end a romance?
She has over 100,000 followers on Twitter and like all the best models appears regularly on Instagram. There are, however, two other Belgians who deserve some recognition – Armand Desaegher and Octave Aubecq. Spangler suffered from asthma and suspected that the carpet sweeper he used at work was triggering attacks. For the next month, however, men all over the world will be shunning their razors to try and cultivate what, in most cases, ends up as a rather unsightly moustache. For one segment of the market in particular, online access has brought about the disappearance of much of its readership: the adult sector. On a recent trip to Sri Lanka I couldn’t help but notice the dominance of CBL (Ceylon Biscuit Limited) and its Munchee brand in the biscuit aisle. The connection between the two is Owen Finlay Maclaren and a design he “pulled out of the air”. They are in fact the three initials of the founders’ first names – Doug Woods, Peter Nosler and Ron Davidowski – a more personable and accessible way to name your brand.
For some people it is manipulative, even evil; persuading people to buy what they don’t need at inflated parties. During the heaviest periods of fighting soldiers were getting wounded in such large numbers that the medics often ran out of bandages.
In fact, it’s a story about one of the world’s most famous cleaning brands; a brand that was turned into an icon by Andy Warhol. After a series of poorly performing films, the corporation was considering closing down its famous studio; instead, they bought the newer kid on the block, who was on perhaps the hottest streak ever in animation – Pixar. The rise in popularity of wearable technology and in particular, fitness and health monitoring devices, is unprecedented. However, as the (roaring) 1920s arrived and notions of feminine beauty changed, the brand started to look distinctly out of date.
The region has long been famed for its production of the delicious nuts and, even just after the war, they were available in abundance.
After years of investing significantly in R&D, prototyping, design and engineering, you have come up with something that you know is going to change the game. The stories around the Man in the Hathaway Shirt are a perfect examples of this, so two stories this week. There are a lot of brands on display, ready to be observed and analysed along with the various ploys brands use to ensure the promise of the December spike in their revenue forecasts is fulfilled. As he says, they always seem to be pieces of furniture that are bathed in sunlight, and that are owned by people who have three pairs of identical and very clean pants or skirts, but never anything unshapely like an accordion, or hockey stick.
Yet research by Lab 42 seems to show that consumers are very aware that what they are seeing may not end up being what they get.
The key role of advertising now is to pitch an impression, a simple gem that catches people’s eyes and locks with a worldview that they have. Often, such ads act as a telegraph for what consumers should look for, or seek information on, elsewhere. Take a look at the brutally direct Crisis Relief Singapore campaign in the Best Press Ads for a stunning example of directing people what they can really do to help.
Take a look at the way Penguin pitch their audiobooks in the Best Press Ads for a gorgeous example of this idea at work. It offends because it patronizes, and it patronizes because it’s made by brand owners who have failed to see that the premise of effective advertising has shifted.


On the other hand, there are inferior products or services that have enjoyed substantial success through strong and continuous promotion.
I am not sure, on the other hand, that the life insurance market would even exist at first place, if there wasn’t so much hard marketing applied by salespeople. Having said that, it is always better to tell the truth as that will endear your brands to more loyal customers.
BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. They want to be associated with the “best,” and if your company’s brand is not mentioned in that category, you are limiting the possibilities for growth. Not everyone can afford a Rolex, but the brand name is so good that everyone – customers and non-customers – agree that if they could afford it, Rolex would be their watch of choice.
That’s why they can charge twice as much for a ticket as they did 10 years ago … and have more visitors than ever!
Nike gave away a lot of shoes, T-shirts and golf balls and paid a lot of endorsement money to thousands of athletes, including Michael Jordan and Tiger Woods, but it got a return.
However one Hyacinth, or rather Hyacinthe, who could more rightly have claimed ‘Bouquet’ as his surname was Hyacinthe Mars Rimmel. What the design industry sees as best practice may not always appeal to the people for whom that design has been created. El libro se ecribio por Giles Lury, el presidente ejecutive de The Value Engineers y esta disponible a traves del siguiente enlace. Over the previous two days he had taken designer Jean Patou and his confidant Elsa Maxwell, the society columnist, through just about everything in his workshop.
It was the late 1990s and Patrick was marketing manager for Birds Eye Walls business, working on their flagship Magnum brand. While the three-tiered good-better-best structure has been used by a number of companies, there are many more who have proliferated the layers even further. Darker colors such as black, blue or purple can actually be perceived as negative by consumers, because those colors are associated with spoiled or rotten foods.
Many financial enterprises utilize light greens and blues because people think “money” and “credit.” American Express’s gladiator figure is perhaps the most literal example of this, and looks as if he could even stand in for Washington in a pinch. The single most effective piece of marketing I’ve ever seen was done without any significant budget – the 2008 relaunch of Monster Munch. The beautifully art directed Harvey Nichols ad in the Best Press Ads may be for a sale but there’s nothing downmarket about the look and feel – nor should there be. How do they feel about the quality of your product or the experience they will have with your service? I’ve visited these four cities in the past two years, and sampled each of their distinctive and rich food cultures. Presenting the consumer with a semblance that they’re intrinsically familiar with is also a solid way to captivate their attention, and to get them well acquainted with a brand.Color even plays a part in triggering involuntary human reactions. Certain shades and combinations of brown, yellow, red and orange have been found to stimulate appetite. Contemporary icons follow a similar idea, but instead bring good fortune by putting sales in the black for companies. Whether it’s a sports team, food product or insurance company, brands meticulously craft the face of their product or service so that it sells.But what makes a mascot successful? Clean) and legitimize product interests for other men (but sometimes to little or no avail, i.e. Make-Believe:The first deliberation any company should have is whether the mascot is a fictional character or a human spokesman. Everyone knows the sweet nostalgia of their mother’s soft and caring aura, and brands will take full advantage of this.
The two choices have unique pros and cons and will serve different businesses in different ways.An illustrated, animated or otherwise fictional character can be constructed to serve almost any purpose, and is therefore extremely versatile.
Food and baking products have been utilizing this approach with their mascots for over a century.
Similarly, entertainment and breakfast cereal companies have come to understand the humorous drive behind the goofball facade.
The masses are pre-loaded with views on certain celebrities, so adopting one for a spokesperson is instant publicity and attention from the public. A splash of extravagant humor makes his pitch appeal to blithe beer drinkers and the masculine masses.Aflac uses an obnoxious duck originally voiced by Gilbert Gottfried.
For example, Lindsay Lohan would not be a wise choice for someone selling medication or insurance to people. The acronym’s resemblance to a duck’s quack gave the company direction, and its mascot is now one of the most well known in America. If a company is going to successfully appeal to its target market, the spokesperson needs to emulate the given demographic’s values.Another advantage is that real people can relate to real people, and therefore confide in them. The clumsy waterfowl is featured in commercials spouting grating, unheard incantations of the company’s name to unsuspecting passers-by.
Insurance firm Allstate does a remarkable job establishing trust and reassurance with their customer base through the earnest face of actor Dennis Haysbert.But there are nasty risks that come with entrusting a business with one person’s image. Spokesmen (especially celebrities) can make mistakes, such as but not limited to drug abuse, driving under the influence, involvement in underground dog fighting rings, smacking prostitutes and other general debauchery. His dry disposition and matter-of-fact rhetoric has the same effect that the Aflac commercials do, but they accomplish the results differently. Let’s not forget about the likes of the beloved Charlie Sheen and Offer “Vince” Shlomi.The bad juju following a spokesperson scandal can have unfortunate lasting effects. The drawling Clear Eyes “woooooowww” that Stein coined sticks in viewers’ heads and aids in brand recognition.Occasionally a company mascot is an antagonist. Mucinex has created a prevalent brand through commercials featuring a mucus villain being vanquished by the power of their medicine. However, pre-meditated print ads were already scheduled to run months later and could not be pulled due to tight production schedules and contracts. This gives mucus an extra bad rap through a vividly slimy character who grosses consumers out. His devious congestion schemes are carried out through an air of crude, rude, hillbilly-like swagger.
The type of service offered or product being sold should elicit the appropriate direction to go with mascot appearance.Consider the colors used. Smart companies will be prepared to recover from a mascot mishap before the PR hell ensues.As I mentioned earlier, the most common case of this happening involves celebrity irresponsibility.
This helps to keep branding consistent and builds immediate associations between the character and company logo. Aflac’s former duck voice actor Gilbert Gottfried was terminated after making several objectionable jokes on Twitter following the tsunami of March 2011. The company was wise to move quickly, setting a zero-tolerance precedent for misbehavior and bouncing back with an open call for auditions over social media.Aflac effectively protected its hard-earned reputation by skipping the debate and jumping straight to replacement.
Another problem with human spokespeople is that they will eventually kick the bucket, at which time a company needs a backup plan to inaugurate a new individual.Another situation that could reflect poorly on a brand is when an illustrated mascot offends somebody.
This has happened a hundred times before, and I don’t doubt that it will continue to occur as ballsy advertisers keep pushing the envelope. Some racially insensitive highlights from the past include Aunt Jemima as a half-literate plantation mammy, Count Chocula sporting a Star of David, and the Cleveland Indians’ eccentric mascot. Any company who cares enough about their image is going to have several savvy editors checking over potential mascot aesthetics and copy. Possible negative connotations need to be discussed before mascot concepts go to print.Valuable advice in closingSo mascots aren’t quite as simple as they seem, even if all they do is run around in circles and scream. He has a BA in Visual Arts and New Media from SUNY Fredonia, and has been an active photographer for over six years.



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