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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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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