The EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand meant...
read moreWhy The Airlines Must Improve Their Brand Image
The negative perceptions of the major U.S. airline brands (e.g. American, United, Delta, US Airways) reached a new high recently with publicity on the interminable security lines at most airports. While these excessive wait times have many causes, such as not enough checkers and increased air traffic, the airline industry is partly to blame as well. Their individual charges for checked baggage have encouraged more people to drag their belongings through security, clogging X-ray lines and squeezing them into overhead compartments. Today 62%...
read moreHow Growing Corruption Threatens Brands
Corruption throughout the world has grown to epidemic levels. Every day there seems to be another incidence of bribery, cronyism, counterfeiting, slush funds, or a political scandal somewhere. Behind each act is someone abusing his/her power to unfairly gain personal wealth at the expense of the common citizen. While corruption takes many forms, each type can have a devastating impact on brands that are directly involved or even just affiliated with such unfair acts, – e.g. in our political systems, business leaders, governments,...
read moreRe-branding The Republican Party, With Lessons For Business
The Republican Party is in turmoil, no doubt about it. White males in suburban and rural areas, their core base, are fed up with Government and want an “outsider”, even Donald Trump. Meanwhile young voters love Bernie, and women and minorities support Hillary, despite questionable trust in her. The Republican establishment is bewildered because their traditional message no longer resonates with most of their constituents. In short, the world has turned upside down for them. And these dynamics are not so different from the constant...
read moreHow Tim Cook Is Transforming The Apple Brand
Apple has clearly been a worldwide leader in innovation. Their brand mission states “we’re on the face of the earth to make great products”, and they certainly have proven themselves, thanks mainly to the brilliance of Steve Jobs. But now Tim Cook is broadening the Apple brand to also “make a significant contribution to culture”, and “enable customers to engage the world in more meaningful ways”. This additional dimension to Apple’s company brand represents an extraordinary transition to a next generation concept for why a corporation...
read moreHow Millennials Are Driving The Bernie Sanders Brand
The surge behind this exploding Bernie phenomenon is fascinating for many reasons. It is certainly an indication of how divergent our society and politics have become, and this could even intensify in the future. It also shows the political potential of finding and concentrating on the most pronounced issues that frustrate younger people so much. Interestingly, from a branding perspective, there are some revealing lessons from this unexpected success of the Bernie Sanders brand. In branding, it is critical to first identify the most...
read moreThe Big Challenge for Big Brands Today: Authenticity
Before the internet, marketers had a relatively free reign for making questionable competitive claims, creating a brand image of superiority and hence demanding a premium price. But the internet has changed the ground rules. Instant access to endless information and objective feedback from friends has enabled consumers to seek and find the truth behind such promises. This has also led to an atmosphere of extensive mistrust of companies, CEO’s and even many established brands, especially among Millennials. Today consumers want...
read moreWhy the Trump Brand is in Trouble
Donald Trump’s candidacy seems to be top-of-mind for everyone these days. His provocative style and proclamations have definitely hit a sweet spot with many Republican voters, while the rest of the world remains bewildered at his high poll ratings. To understand his success, and his future, it is helpful to view Trump from a branding perspective. To develop a strong a brand, one has to begin with the marketplace and the potential audience or customer, to identify any particular problems, needs, frustrations or essentially new...
read moreThe “Name Game” Challenge: Creating That Ideal Brand Name And Archetype
Branding is more than finding a new name or image. It is about developing a compelling promise and making the right impression, one that will resonate and stand out. It is strategic, with the long term goal of cultivating a relationship of trust and loyalty. But a clever, meaningful brand name will indeed generate that positive first impression which is so essential for attracting your target customers. Our fascination with fashionable, sometimes outrageous brand names extends from companies to products to even novel names for types of...
read moreThe ISIS Brand: A Case Study For Shrewd Brand Building
Few recognize “ISIS” as a successful brand, but it is. We just see their despicable beheadings, destruction of ancient ruins in Palmyra, and all the other grotesque forms of brutality and violent extremism. The ISIS Caliphate is an extreme terrorist group which has overnight conquered a large territory in Syria and Iraq, and continues to recruit new members from around the world. But “ISIS” is also a strong brand with a distinct impression, personality and message. And it is a classic example of effective branding, dedicated to gain...
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