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Posts Tagged with "branding"
Your competition could be anyone!
This post is based on the post realized by the TrendWatching Report team. Let’s first look at the definition of trends given by the Trendwatching report: « A manifestation of something that has unlocked or newly serviced an existing (and hardly ever changing) consumer need,* desire, want, or value. » Your competition could be anyone. First of all, focusing [...]
Continue reading...The Wisdom of the crowds
Dimanche, juin 29, 2008
Introduction In 1841, the Scottish journalist Charles Mackay published an essay entitled “Extraordinary popular delusions and the madness of crowds”. It is in fact a popular belief that people usually get dumb when they gather into crowds. James Surowiecki’s book discusses several situations where this is absolutely wrong, and collective perception, behaviour, or problem-solving can in [...]
Continue reading...The 22 Immutable Laws of Branding
Dimanche, juin 29, 2008
The 22 Immutable Laws of Branding 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of the brand. The strength of brands lies in becoming synony-mous with a single category. Brands that [...]
Continue reading...The Strengths of Global Brands
Samedi, mars 8, 2008
>>> <<< How consumers from different countries perceive global brands such as Coca Cola and Nike? When talking about global brands we could have a tendency to remember the last Mc Donalds that was wrecked by some anti-globalization activists. However the fact is that Mc [...]
Continue reading...What becomes an Icon Most?
Mercredi, mars 5, 2008
Brands that achieve the status of icons succeed because they forge a deep connection with the culture. In essence, they compete for culture share. The strategic focus is on what the brand stands for, and not how the brand performs. Icons are valued because, through them, people get to experience powerful myths.
Continue reading...Meaning Logo
Vendredi, février 22, 2008
What needs a logo? Cultural relevance: “Brands do not belong to corporations [...]
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