Many brands find themselves at a point where they have achieved some success with their line of products, and they are feeling pressure from investors and business partners to keep growing. The solution seems to be launching more products similar to their successful...
Brand Equity: the portion a company’s value attributable to its brand(s). I have always been interested in why some brands are loved so much that they have a cult following, like Apple, and why people are willing to trade a small fortune to be part of a...
Brands are not physical items, but they have real value for businesses. Thinking of a brand as an asset is a powerful idea. Have you struggled to convince people in your organization to invest in branding? Or have you wondered how to conceive of a brand? One way to...
The Hot Wheels id Sub-brand is a brilliant way to increase value to the customers and profits for Mattel. Many brands today are trying to offer premium products under a sub-brand because their main product is associated with being inexpensive or has been commoditized...
Designers and brand managers are told that a consistency of design is important for the brand they are working with. But do we really know what this means? Or why it’s a good thing? Prior to my work in brand strategy, I was an industrial designer for 11 years. I...
