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.
Etro adventurous personality comes through their store front display. Wendy’s has sassy responses on Twitter. Learn ways to express your brand’s personality.
A Sub-Brand modifies the expectations of a parent brand. Some company’s brand architecture has many sub-brands (eg Hilton) while others have few (eg Coca-Cola)
No more mystery for the plant-meat brand. The science, history, marketing and future of Beyond Meat. If I could be known as anything, it would be an expert on branding. But a close second would be an environmentalist; I am very concerned about global warming. I have an electric car, Read more…
Good examples of brand extensions make for a better strategic position. Bad ones are ugly. We detail examples of brand extensions from Apple, Callaway, Ferrari, Google, Snoop Dogg, Fender, and Cosmopolitan.
Eleven examples of brands with a clear, unique and powerful Brand Essence. I often get subtle eye roles from the decision makers for the brands I work with when I ask questions like: “if your brand were a car, what make would it be?” The men and women in my Read more…
From community college classroom $100 M in sales; DC Shoes’ grind to become one of the most iconic lifestyle brands. DC Shoes is a brand with deep associations to the skateboarder lifestyle. If you are not aware of DC Shoes, you might assume they just sell shoes, but they have Read more…
Athleta is a brand of women’s activewear. They make clothing that women are comfortable to be active in through both the fit and style of the garments as well as their empowering message: “The Power of She.” Athleta was founded in 1998 in Petaluma, CA. The brand was purchased by Gap for $150 million in 2008. Their revenue is approximately $750 million. Nancy Green is the CEO.
Jimmy Iovine’s insight about product placement in music videos made Beats by Dre a billion dollar brand. Executive Summary | Abstract | TL;DR Jimmy Iovine realized that music videos were the key to reaching younger music listeners. He founded Beats with Dr. Dre to bring the emotion back to music Read more…
For the launch of the iPhone Xs and iPhone Xr launches, 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 Read more…
Arc’teryx’s shared values with outdoor enthusiasts attract other niches and the broader market. Executive Summary | Abstract | TL;DR Arc’teryx’s odd name and logo refer to the earliest known bird, which evolved wings to adapt to its hazardous environment. Arc’teryx uses an evolutionary design process to create outdoor apparel that Read more…