Brand Tone is also the personality of your brand. Take a moment to think of the Apple/PC ads. Apple’s personality is that of a youthful, creative person with a distinctive image. If you also happen to own a Mac, but were also once a PC owner the set-up in the commercial will resonate with you. [...]
Vroom! The sound of a car igniting can bring in varied emotions to its passengers – Thrill, freedom, adventure, luxury, doubt, safety… it is these emotions that the marketers use to position themselves. These emotions make the brand attributes of the cars. Cadillac and Mercedes-Benz say luxury and a lofty station in life. Jaguar and [...]
Last week’s post on Social Media Branding at Starbucks got me thinking on Crowdsourcing as a branding strategy builder and its implications on Brands. Crowdsourcing is basically related to the Web2.0 concept on internet. According to J Howe, “Simply defined, crowdsourcing represents the act of a company or institution taking a function once performed by [...]
Branding has become a ubiquitous term that most people today use. Be it a product, a whole corporate or just your career, branding seems to be the mantra for success. Yet the unsuspecting cattle know more about branding than the marketers who swear by the term. Branding is a long term strategy and not a [...]
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. – Jeffrey Bezos Today’s quote primarily hops on the ‘Business as a separate Identity’ phrase that has been widely popularized and followed. A majority of people all round the world care for their [...]
Three Seattle entrepreneurs started the Starbucks Corporation in 1971. Their prime product was the selling of whole bean coffee in one Seattle store. By 1982, this business grew into five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants. Howard Schultz, a marketer, was recruited to be the manager [...]
Happy Diwali! This has become the most popular welcome and goodbye chant the last few days. Well it is that time of the year. From Dusshera to Christmas it’s a very festive 3-4 months. So would the marketers and brand managers let this opportunity pass? Festive season calls a highly lucrative audience which a huge [...]
Branding Quote: A brand is a set of differentiating promises that link a product to its customers – Stuart Agres Stuart Agres is the Principal at Adduce Consulting Services and Owner, Adduce International Corp. In the past he has served as the Director of Corporate Research for Young & Rubicam, Developer of “Brand Asset Valuator,”. [...]
Companies work on several techniques to keep their brand alive in both the consumers as well as in the employee’s mind. Company business and branding goals/objectives are generally the driving factors for branding activities conducted by the brand managers. A brand manager and others designated under him are responsible for keeping-in-check and reporting the brands [...]
The Chinese Economy has continued to display consistent growth figures since the last decade. Today’s article aims at focussing on China in brief. It covers the growth in Economy of China, followed by how the Chinese Government imposed trade barriers and how it helped the domestic companies. Later, we will look at, the growth in [...]
