Niche brands are better than broad brands.

Niche brands are better than broad brands.

Niche brands are in a better strategic position for profits and growth. Someone asked me recently: why entrepreneurs and investors were so quick to make meaningless brand with broad appeal? I thought, ‘duh, to make money!’ But then I tought about it some...
Peer Influence in Marketing

Peer Influence in Marketing

We know that branding is a powerful phenomenon because no business would choose not to have a brand. Ever wondered why? I do, a lot. There are a few things about human nature that make branding work: our propensity to spot patterns, the reputations brain maintains of...
Athleta history & brand profile

Athleta history & brand profile

Editor’s note: We previously said “The Power of She” tagline started in 2016. We now know the tagline was first displayed in 2011. We have edited the article accordingly. A reader requested that we profile Athleta as we have done for some other...
Beats By Dre: A Lifestyle Brand Case Study

Beats By Dre: A Lifestyle Brand Case Study

Jimmy Iovine’s insight about product placement in music videos made Beats by Dre a billion dollar brand. Executive Summary | Abstract | TL;DRJimmy Iovine realized that music videos were the key to reaching younger music listeners. He founded Beats with Dr. Dre...
What is a Brand Association?

What is a Brand Association?

Apple is to simple, as Nike is to performance. Brand associations sell products. Brands have different meanings to us all, but some brands seem to mean very clear things to a lot of people. Some brands have an unfair advantage because they are associated with awesome...