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“My name’s Ralph, and no one knows my brand…” Unfortunately for us, there are quite a few Ralphs in the world. The problem is that they don’t have a Brand Managers Anonymous support group to attend – many are left to fend for themselves. In a market as harsh as today’s, that can be a
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Biscuits and gravy, biscuits and gravy Get ’em all over your shirt! Biscuits and gravy, biscuits and gravy Eat ’em ’til it hurts! This is a song, well, more of a chant that we used to do at summer camp a few years ago. Every Wednesday for breakfast we would have biscuits and gravy. I
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Some time ago, I referred to logos as avatars. Since then, many people have asked me why a different term is necessary – isn’t “logo” descriptive enough? A logo, according to Wikipedia for one, “is a graphical element.” That’s it. A logo is just a graphic, a picture, nothing more. In reality, the “logos” we
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It came to my attention the other day that Louis Vuitton is seeking damages from an artist who apparently infringed on their brand in a recent campaign to raise money for Darfur through the sale of t-shirts. Instead, let’s spend a minute looking at what happened and why. An artist named Nadia wanted to make
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Would a rose by any other name smell as sweet? Would a Mac by any other name be as cool? Is Mac just another brand of PC, albeit with superior brand awareness and advertising? I asked several people this question over the past week and I can tell you, to the average consumer, everything is
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In the human world, organic is better. In the business world, synthetic is better. Why? There are several reasons, so let me give you a high-level overview. Organic Eating serves an organic system – us. We are organic (well, most of us are…) so it is better to use organic things to sustain ourselves. Sure,
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By “master brand” I mean umbrella brand. The brand that covers multiple product lines that hold individual brands of their own. Take Proctor&Gamble, for example – few recognize the P&G name, but almost everyone knows Charmin, and Pepto Bismol. Understanding the attributes of your master brand is just as important as understanding those of your
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I’m a big fan of YouTube. I’ve always been impressed by the deluge of quality content put out by amateur video producers. As fun as it is, though, I never really thought about the business applications of YouTube until recently. We all loved show-and-tell in Kindergarten. We got to see what cool new toys everyone
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Finally, a metric for measuring the comparative equity in a brand name across markets, industries, and products. For years, people have talked about brand value and brand equity in difficult to define terms. Brand value was one of three things: 1) the current financial worth of a brand entity, 2) the future financial worth of
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An individual’s brand can be just as important as a corporate one. Most corporations start with an idea of what they want their brand to be and build off of that. The issue is that goals and reality rarely coincide in the market. We end up instead with out-of-touch executives and ineffective corporate hierarchies. My