Threats To Our Democracy? A Branding Perspective
It seems ironic that in our polarized society today, there is a clear consensus agreeing on the importance of maintaining our democratic system, yet the approaches are very different. Our government leaders promise to uphold the constitution, but new issues have emerged that have created concerns on all sides on whether the tactics offered represent a threat or a boost to democracy. Democracy is about freedom of choice for all citizens, defined and protected by the constitution. Lincoln famously said “Democracy is a government of the people, by the people, and for the people”. Democracy...
Read MoreHow Victoria’s Secret Re-Defined “Sexy” to Re-Brand
The recent re-branding of Victoria’s Secret demonstrates a classic marketing challenge for adapting to changing tastes and desires of primary target customers. Recognizing how your audience has evolved is half the battle. A bigger question is how to update a brand to retain your core customers, yet also appeal to the emerging values of other potential customers. Understanding the origin of the Victoria’s Secret brand concept can help. In 1977 Roy Raymond started Victoria’s Secret with his first store near San Francisco. Roy grew up in Fairfield, CT, went to Tufts then...
Read MoreMisinformation: Why So Many Won’t Accept The Truth
Our society has become so emotionally charged with mistrust and negativity, sowing doubts about our core democratic institutions (e.g. voting), fair treatment of minorities and even honest relationships among neighbors and friends. A primary driver for this hyper-polarization is the rampant spread of misinformation, which also endangers the heart of good branding. The most mind-boggling question is WHY so many consistently refuse to believe the truth, even when clear facts and convincing evidence are presented to them. FDR once said: “repetition does not transform a lie into a...
Read MoreHow Hollywood And The Oscars Lost Their Branded Magic
A key driver for making America a cultural powerhouse over the years has been the popular movies from Hollywood. Fans all over the world would flock to their local theatres to see the latest from Hollywood, especially the Oscar nominees. It was a unique “dream factory” that spawned new heroes to cheer, rich content for TV and cable, related paraphernalia, and an endless fountain of gossip for the media. Captivating, widely popular, memorable ENTERTAINMENT is what the Hollywood brand has promised to the masses, and delivered, at least until recent years. As a rule, brands must adapt to...
Read MoreHow Hollywood And The Oscars Lost Their Branded Magic
A key driver for making America a cultural powerhouse over the years has been the popular movies from Hollywood. Fans all over the world would flock to their local theatres to see the latest from Hollywood, especially the Oscar nominees. It was a unique “dream factory” that spawned new heroes to cheer, rich content for TV and cable, related paraphernalia, and an endless fountain of gossip for the media. Captivating, widely popular, memorable ENTERTAINMENT is what the Hollywood brand has promised to the masses, and delivered, at least until recent years. As a rule, brands must adapt to...
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