The Rise and Fall of the Trump Lifestyle Brand
The roller coaster ride behind the Trump brand and his merchandising empire over the past 20 years is a perfect example of what happens when a personal brand loses its credibility and integrity. Branding is strategic and should reflect certain promises and values that are relevant to targeted customers. Developing and communicating distinct credentials to stand out in a crowd is true for personal branding too, whether it involves a celebrity, a politician, or simply someone looking for a new job. Related to this, lifestyle branding builds on one’s personal brand, but there are inherent...
Read MoreHow CSR and Social Activism Are Defining Brands Today
Brand marketing has evolved from product-centric to consumer-centric to values-centric today. CSR (Corporate Social Responsibility) has become an essential ingredient in the marketing strategy and an integral part of the day-to-day operations of most companies. Importantly this emerging role of CSR has expanded the traditional principles of capitalism about financial performance or maximizing shareholder wealth. Most executives now recognize that there must be a balance between profitability and corporate responsibility. The rise of CSR reflects the changing values of consumers. A...
Read MoreHow Newly Energized Millennial Activists Are Shaping Brand Choices
Already in 2018, we have witnessed traumatic events that have galvanized a surge of activism from three sources which heretofore have been either dormant or ineffective with their voices for change: (1) primarily Millennials, led by Generation Z students from the Parkland, Florida massacre who are initiating a broad movement against pro-gun politicians tied to the NRA, (2) noteworthy brands taking a stand against NRA positions, and (3) the women’s growing movement against sexual harassment ( e.g. #MeToo initiative). The ultimate goal of all these forces is to influence the allegiance of...
Read MoreThe Emerging Challenges For Managing Brand Risk
Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations and various socio-economic trends have made the topic of “brand risk” a top priority concern for every marketer. Traditionally politics has always been avoided by business leaders as it could lead to unpredictable problems, with no assured benefit for their brands or corporate reputation. Today it is almost impossible to avoid taking a position on many political and socio-economic issues, especially with social media ready to spread news (and sometimes distort content)...
Read MoreNaming Brands – The Unsubtle (Trump) And The Subtle (Drug Companies)
Most people think “branding” is simply about creating a catchy, memorable name for a product, service, organization and even people. However branding is much more complex. Good branding starts with the development of a message or impression that reflects the unique benefits and characteristics of that entity, and then creating a name that ideally communicates its qualities and personality to targeted customers. As one can imagine, there are numerous approaches and philosophies for brand naming. Here are two contrasting examples: Trump’s tendency to coin descriptive, simplistic (and...
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