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.
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…
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…
Brand marketing works so well because the effects cycle up (and down.) “They are making pizza with a pan, and they don’t have an empty table on a Tuesday night,” fictional Marco said as he looks out the window at the Pizza Hut down the road from his unkempt storefront. “We Read more…
Walmart sees the end, and is betting the company on the strength of their brand. I imagine that a few years ago the executives and investors in Walmart could never a future where their company isn’t the world’s dominant retailer. They were 3-5 times larger than their closest competitor, depending Read more…
Superheroes are anthropomorphized brands. For goodness sake they have logos on their chests! The Batman symbol (and sometimes the Superman crest) is consistently on the 20 more recognized symbols in the world. Superheroes have messages, followers, fans and they make money. They are brands. And they have it right! They Read more…
People have relationship with brands not only because of what they offer with their product or service, but also how being a part of that brand makes them feel. Brands that have strong personalities are the ones that capitalize on this. Whether this is the fun, playful, young-hearted Disney brand, Read more…