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High Touch, No Feeling
by: Jonathan Salem BaskinSo here we are, tumbling together into a recession, a Presidential election cycle, violent storms, and a host of other events that are, at best, distracting and, at worst,...
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When Slogans Are Haiku
by: Jonathan Salem BaskinCan you name a current slogan that adds any value to a brand?I know the dare is a bit contentious. Here are my ground rules:Name retention doesn't count. Just because you might...
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New Balance Trips
by: Jonathan Salem BaskinNew Balance is forsaking its heritage of communicating with its consumers with low-key, credible honesty, and embracing instead a flashy ad campaign.Called "Love/Hate," the...
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Angry Old Party
by: Jonathan Salem BaskinOn the eve of tonight's last Presidential debate, I though it might be interesting to muse a bit about brands and politics...and how the two influence one another.I know a lot...
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Digital Forces Brand Authenticity
I’ve begun reading BrandDigital: Simple ways top brands succeed in the digital world by Allen P. Adamson, and found myself wholeheartedly agreeing with Adamson on the need for brand authenticity. In...
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Got Branding?
The last time I wrote about Nabisco’s Oreo brand, it was in Mega-Branding: The Purple Oreo Problem. In that post I was critical of the seemingly crazy proliferation of Oreo variations – 46 offerings,...
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Unconscious Branding: Who Needs Facts?
Few doubt that branding messages can be powerful, but new research shows that even when consumers don’t recall the specific message, their preferences can be shaped to the point where they reject new...
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Really, You Do Control the Message
Earlier today, Giuseppe Pacheco Tweeted "You No Longer Control Your Company’s Brand" with a link to You No Longer Control Your Company's Brand | Spin Sucks. BTW, I responded to Giuseppe right away with...
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Coffee Marketing: Why So Romantic?
Guest Post by: Monica ShawRemember the good ol’ Nescafe Gold Blend adverts? Two lovers, intertwined in a web of passion, romance and instant coffee. Then there’s Nespresso, whose recent ads starring...
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Marketers Need To Shift from Crafting Messages to Creating Experiences
The majority of a company’s value is intangible, so a strong brand is a significant competitive advantage. As Philip Kotler wrote, “The art of marketing is the art of brand building. If you are not a...
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