How Victoria’s Secret Was Rejuvenated With Its Repositioned Brand
Recently new management at Victoria’s Secret successfully repositioned its brand and its’ adjacent brand “Pink”. How they did this provides a useful template for any business looking to restore growth. Coincidentally the founding of Victoria’s Secret was also the result of a smart brand opportunity analysis of the lingerie market. My Co-Worker Founded Victoria’s Secret In the 1970’s, as a brand manager I worked with Roy Raymond at Vicks. Roy was short, quiet and very smart. After returning from a three-year assignment in London, I learned that Roy got married and moved to San Francisco. ...
Read More“Socialism” – A Powerful Yet Confusing Brand In Politics Today
A brand name is the face of a brand, the core indicator of the promises and imagery of what a brand stands for. With effective positioning and marketing support, a successful brand name will develop a sense of trust that will encourage customers to relate to its values. Brand names are sometimes created to communicate a positive or negative message. Trump does this often, labeling his adversaries with names that are biased and derogatory – e.g. “Pocahantas” for Elizabeth Warren, “Sleepy Joe Biden”, “Little Rocket Man” for Kim Jong Un, etc. Rise of a New Socialism The term socialism...
Read MoreChaos And Challenges For Repositioning The Maine Democratic Party
The Democratic campaign in Maine to replace Senator Susan Collins next November is a mess. Starting with a strong anti-Trump movement, rising criticism of the overall political system and even the Democratic party establishment, came an extraordinary selection of an oysterman, Graham Platner, as the new Senate candidate for the Democratic party in 2025. Rise and Fall of Graham Platner People in Maine are unique – extremely independent, very passionate, and proud of their folksy values and traditions. The process for choosing Platner was highly unusual. A key consultant, Morris Katz, 26,...
Read MoreWhy A Liberal Arts Education Will Be Important For Tomorrow’s A.I. World
To be successful in brand marketing, one must excel at understanding the customer’s mindset, values and behavior, ideally identifying new insights that will lead to creative ideas to enrich a promise or competitive edge. These skills of creative thinking and emotional intelligence are essential for truly understanding human nature but aren’t provided by Artificial Intelligence (A.I.). Preparing for A.I. No doubt, A.I. will vastly improve the speed and efficiency of most human tasks; it will revolutionize how we work and especially help solve complex technical, scientific and medical...
Read MoreContrasting Brands: King Charles And “King Donald”
A good brand should ideally reflect a persona with certain values, style, authenticity, and a genuine proposition that people can identify with. Ultimately people will hopefully bond with that brand personality. But creating and communicating such an appealing brand is not easy. Sometimes it helps to directly compare your brand to a competitive brand to highlight your relevant differences and strengths. These principles are meaningful not just for a commercial product or service, but also for positioning a brand for people, companies, cities/countries, government institutions, etc. Here...
Read MoreTrump Brand: Shrewd Marketing Or Narcissistic Overreach?
Many people believe Donald Trump is brilliant at branding, since his name is on such a vast variety of products, services and even public institutions. A brand name is considered the “face of the brand”, and ideally it must imply a promise of benefits that will ultimately lead to a favorable relationship with an audience. Brand image and personality are also critical since the emotional connotations of the name should match what customers want and expect. In general, there are several approaches to creating good brand names. The pharmaceutical industry frequently uses “phonologics”, which...
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