What’s In A Name Today? A Lot – Just Ask Trump
A name is the core indicator of a brand. It is the “face of the brand”, the basis for all awareness and communication efforts. Ideally new names are designed to create an immediate impression and sustain the key values and personality traits associated with the brand. Today brevity, clarity and emotional messaging have become essential for successful marketing over the internet. A good example is how President Trump flavors his constant twitter messages with catchy nicknames that disparage his political rivals. Trump’s Obsession with Name Calling In today’s polarized environment, Trump...
Read MoreHow Millennial Skepticism Will Shape Brands In The Future
Millennials and Generation Z are becoming increasingly unsettled about their lives, their careers and the world around them. Their trust in traditional institutions (e.g. political, business, media and religious leaders) has never been lower, according to the recent Global 2019 Millennial Survey by Deloitte. Importantly their ambitions and values are very different from older generations. What will all this mean for our future? Will their pessimism deter economic growth, or instead encourage innovation and even create new opportunities for re-positioning brands and engaging employees? A...
Read MoreFrom Shareholder to Stakeholder – A New Corporate Purpose And Brand Identity
A huge, fundamental change on “the purpose of a corporation” was announced by The Business Roundtable on August 19 which basically re-defines the role of business in society. This seismic event represents a definitive recognition that Government can no longer be trusted to resolve many hot-button problems in our society. It also marks a possible end of investors focusing solely on maximizing shareholder profits, and a shift to a broader commitment to all stakeholders – e.g. employees, customers, suppliers and communities. The philosophical role and the brand values of a corporation have...
Read MoreHow Elvis Re-Branded Las Vegas
A lot happened in 1969 – the moon landing, Woodstock, the grisly Manson murders, the Stonewall uprising, etc. Perhaps less noteworthy, yet significant for a city known for entertainment, was Elvis Presley’s comeback 50 years ago at the International Hotel in Las Vegas. After a decade of artistic doldrums, boring movies and no live performances, he returned to the stage on July 31, 1969 with a memorable 4 week performance that not only reinvented his career, but re-branded Las Vegas. For strategic marketers, this experience provides some good lessons for successful re-branding. In the...
Read MoreA Branding Paradox: Build But Don’t Dominate
Marketers are encouraged to maximize the awareness, trial and usage of their brands. They also know that a brand is more than just a fanciful name. Insightful research and prudent positioning will make a brand “special” in the eyes (and hearts) of their target customers, offering a meaningful promise, a credible reason to believe this promise and a competitive edge. The name is the face of this brand positioning. Ideally it should be memorable and generate associations that can help create a special relationship with the customer. And the name should be trademarked....
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