How do the best of the best do it? You will learn from the shining star examples featured in these articles. This is how it is done.
Good examples of brand extensions can put a company in a better strategic position. Bad brand extensions are just ugly. A brand extension is when a brand is known for making one type of product develops and starts selling a different type of product. Brand extensions should be into adjacent Read more…
Brands get into antics on the one day where anything flies: April Fools Day 2018 Recent news about social media may leave you wondering: what good has come from these new channels? Well, one fun thing is the new tradition of brands making fun of themselves and their products shortcomings Read more…
Brand Marketing Blog is rebranding to BMB to get in line with our branding strategy. I am generally not in favor of rebranding, which is ironic considering we make money providing services to companies that have to rebrand. The problem with rebranding is that there is a lot of brand Read more…
Mazda is the best car company at using visual language. How does your hardware company become best in class in visual language too? Mazda is best in class in bringing the successful design language from concept cars into production cars. The Mazda concept cars are clearly used as reference designs Read more…
Arc’teryx’s shared values with outdoor enthusiasts attract other niches and the broader market. This is the Part 4 of our Lifestyle Brand Series where we explore how brands become associated with aspirational lifestyles. Read Part 1 to understand what is a lifestyle brand, Part 2 to understand Beats by Dre. and Part 3 to understand DC Shoes. Read more…
From community college classroom $100 M in sales; DC Shoes’ day by day grind to become one of the most iconic lifestyle brands. This is the Part 3 of our Lifestyle Brand Series where we explore how brands become associated with aspirational lifestyles. Read Part 1 to understand what is a lifestyle brand and why it is Read more…
Jimmy Iovine’s insight about product placement in music videos made Beats by Dre a billion dollar brand. This is the Part 2 of our Lifestyle Brand Series where we explore how brands become associated with aspirational lifestyles. Read Part 1 to understand what is a lifestyle brand and why it Read more…
For the iPhone’s ten year anniversary, we list ten things Apple changed forever. The iPhone was a real innovation. My litmus test for innovation is whether all of the products and a category become similar to the innovative entrant. For example, there weren’t many horses and buggies after the motor Read more…
After a decade, Apple employees are opening up about the iPhone’s development, and it wasn’t as pretty as the result. There are far fewer genuine innovations than we think. Most of what we call innovation is actually iteration: a little advance derivative of what came before it. But Oxford dictionary Read more…
Big brands are getting hacked, while other brands tout privacy and security as their strategic differentiators. Data breaches of big brands. Society has traded the security of our personal data for ease of use; we have traded the security of our credit card information for ease of commerce. Countless companies have Read more…