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Small is the new big: Key Points to Remember

A “Brand” is a set of commercial attributes, emotions, stories. It might be Timberland boots downtown, or Prada bags uptown. Both are ridiculously overpriced for the utility they deliver, but it’s the story they tell ourselves that matters, the label, the image, the peace in mind. A true brand is is something where the self-esteem value exceeds [...]

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The 22 Immutable Laws of Branding

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 [...]

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Pinko Marketing, a new marketing term

I found out a new marketing term: pinko marketing. What a strange term. The big idea is that we are coming back to the roots of commerce which is communication. The contact and the building of trust between community members are back at the core of commerce. In fact pinko marketing is not well defined [...]

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What I learned from « A brand new World »

A new brand world #1 All aboard the brandwagon Relying on brand awareness has become marketing fool’s gold A brand is the result of a synaptic process in the brain.

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Marketing Warfare

Principles of Defensive Warfare No. 1 Only the market leader should consider playing defense No. 2 The best defensive strategy is the courage to attack yourself No. 3 Strong competitive moves should always be blocked

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