Posts tagged as:

brand

A more useful way to think about brands

May 16, 2012

With all of the time and money spent by brand managers and strategists thinking about brands, I think we’ve actually seen very little new thinking on the topic. It seems to me there have been two basic definitions of a brand. The old old school definition was: brand is a visual symbol (e.g., logo) that […]

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Brand loyalty

July 5, 2011

Many brands spend a lot of time thinking about loyalty. So much so, in fact, that the people who manage these brands have invented a new word – “loyalize.” By “loyalty” they mean the rate at which their consumers continue to buy their brand. This is all about them. It’s all about what the people […]

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Your brand is an obligation

February 10, 2011

It is natural for marketers to think of their brands as assets. After all, marketing is a business function and businesses need to make money. They create and nurture brands to do so. But even though this perspective is not wrong, I believe it is counterproductive. I have argued in the past that brands are […]

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Your brand is useless

December 4, 2010

It doesn’t feed people. It doesn’t help them get from one place to another. It doesn’t teach them anything. It doesn’t make them safer. It doesn’t help them store their data. And it most definitely does not help them find themselves or form an identity. It doesn’t do anything. Maybe your products and services do. […]

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