The Evolution Of “Woke” In Political Branding
In March I mentioned to a friend that my daughter recently spoke at a global UNESCO conference in Abu Dhabi on “safeguarding cultural heritage”, mainly relating to climate change. He asked if that was an anti-woke message. I was confused as I hear so many interpretations of what “woke” means today. Did my friend infer that this message was a positive or a negative? I asked myself, how could anyone question climate change or the importance of country’s cultural heritage today. The term “woke” is being used often these days, especially in politics by conservatives when trying to position...
Read MoreCOVID-19 + BLM Protests = The Rise Of Employees As Brand Ambassadors
In the past three months, two unprecedented, historic events have created seismic shifts in attitudes and values around the world: the Coronavirus pandemic and the surge of the Black Lives Matter movement, following the horrific death of George Floyd in Minneapolis. Common to both is a revitalized role of the average worker or employee for shaping our views on social injustices, plus an opportunity to enhance the brand reputation of companies. COVID-19 Hurting Service Workers Most The Coronavirus pandemic has had an enormous impact on both social inequities and the appreciation of the...
Read MoreWhat’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 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....
Read MoreThe Rise Of A New Type Of Brand – The Outlier
A good brand offers a relevant promise and a credible point of difference, its “reason for being”. What is emerging today however, is a form of branding that focuses so much on being different that this distinction often becomes the main focal point, instead of the promise or benefit. This is happening in politics where new candidates (i.e. “outliers”) strongly emphasize their stance as a unique alternative to established rivals. Similarly new business ventures are offering a better value choice compared to traditional brand leaders. Behind this political phenomenon of...
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