by admin | Dec 18, 2013 | Brand targeting & positioning
Adidas’ refusal to supply Sports Direct with Chelsea replica kits next season is an attempt to distance itself from “pile it high sell it cheap” apparel sold by discount retailers as it pushes to assert its brand desirability during a competitive World Cup year against Nike. Find Out More...
by admin | Dec 18, 2013 | Brand targeting & positioning
To W.M. “Rusty” Rush, chairman, CEO and president of Rush Enterprises, which owns the Rush Truck Centers chain of commercial vehicle dealerships, increasing “brand awareness” will play a key role in the company’s growth strategy – with Rush’s partnership with Tony Stewart’s Stewart-Haas Racing (SHR) NASCAR Sprint Cup Series team a key part of that effort. Find Out More...
by admin | Dec 9, 2013 | Brand identity, Brand strategy, Brand targeting & positioning
You probably know Biz Stone for his long startup-world resume, which includes being the co-founder of Twitter, and being a helping hand for lesser known–though still notable–startups, including Xanga, Blogger, Odeo and Jelly (of which he is currently CEO). Read...
by admin | Dec 5, 2013 | Brand identity, Brand strategy, Brand targeting & positioning, Communication strategy, Concept development, Concept evaluation/execution
A roundup of the best tips of the week from Entrepreneur.com Read more
by admin | Dec 3, 2013 | Brand identity, Brand strategy, Brand targeting & positioning
The conventional wisdom at business school is stick with what you know. Of the top 20 brands in the world, 19 ply a well-defined trade. Coca-Cola specializes in soft drinks, Microsoft in computers, Nike in sports shoes and gear. The exception in this list is Virgin — and the fact that we’re worth several billion dollars really bothers people who believe that they know “the rules of business” (whatever they are). We’re the only one of the top 20 that has diversified into a range of business activities, including airlines, trains, vacations, mobile phones, media, the Internet, financial services and health care. Read...
by admin | Nov 29, 2013 | Brand identity, Brand strategy, Brand targeting & positioning
Recently, in a thought-provoking post on why the PR industry, advertising and the mainstream and hybrid media need to work in a much more integrated way, Richard Edelman made this deceptively simple observation, “Ads are inherently more effective when you have something to say.” Read...
