Branding

Social Media: A Primer

Social Media: A Primer

Just created & posted a  slideshare deck on Basics of Social Media. Hope it helps students (and Boomers!). Two cautions: Social Media (SoMe) is changing fast, so parts of this content will age quickly; All errors & omissions are mine   Included at the end of the deck is my subjective assessment of 2 very different [...]

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Coke Is No Zero on Cultural Sensitivity

Coke Is No Zero on Cultural Sensitivity

Coke Zero scored scored a connection with me via a new spot that’s Made In Canada, For Canada, About Canada, Using Canadian Talent & Icons. Terrific work showing HUGE cultural sensitivity. Coke? A brand from Atlanta? Isn’t that the only city ever to have two shots at having an NHL team, but blew it both times? Yes, but Atlanta-based Coke has a [...]

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‘Aberblunder’ Bobbles It Again

‘Aberblunder’ Bobbles It Again

For a supposed style icon, Abercrombie & Fitch isn’t showing style in how it handles its image. Two years ago, I ripped A&F for a not-so-subtle blunder when they tried to ‘bribe’ the lowbrow JerseyShores reality TV show. They indiscreetly slammed down a big money offer when Mike ‘The Situation’ proclaimed his love of the brand. Clearly, a non Blue Blood sporting more muscles than [...]

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Canada’s Ethics Standards Reveal Givers,Takers

Canada’s Ethics Standards Reveal Givers,Takers

There are those who give and those who take. When a nation tries to set a squeaky clean ethical standard, as Canada TRIES to do, there will be those firms who honour that effort- and a few who ride on the efforts of others, using that reputation to their own advantage. Canadians of generations past worked hard [...]

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Logo Direction Speaks Volumes

Logo Direction Speaks Volumes

JC Penney has a new  logo;  the design direction speaks volumes about where they want to go with their troubled business after (some say prematurely) shuttering a ’boutique of boutiques’ store concept. The new uber-clean sans-serif curvy tricolor cube seems to fit alongside contemporary youth-appeal colours/ logos such as that of Tommy Hilfiger. This is a fresh [...]

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Ripples Can Get You Into Deep Water

Ripples Can Get You Into Deep Water

Marketing driven, ambitious global consumer product firms tend to attract ambitious recruits who push for ambitious short term plans to build career momentum fast. Momentum is everything to keen well educated A-Personalities who aim to move up quickly. A downside is a tendency for the firm to be led down the garden path- ie led [...]

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Auto Firms Drive Branding Dilemma

Auto Firms Drive Branding Dilemma

Auto companies have always provided a visible yet unusual ‘observation school’ on branding lessons & approaches. More than that, the Auto sector provides humbling lessons to Marketers. In the Auto Industry, theoretically better brand portfolios aren’t always enough for a firm’s success, and theoretically inferior branding approaches don’t necessarily prevent a firm from achieving success. [...]

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‘Old’ Icons Kept Fresh via User Inuput

‘Old’ Icons Kept Fresh via User Inuput

the 5th P of marketing, Public Input, continues to grow fast in power & range. Organizations of all kinds need to get hold of it & use it to their benefit! You say your business is an old & established and doesn’t need Public Input? For shame!  Coke is an ‘old’ brand using Social/ User [...]

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Designer Brands Must Design Better Channel Strategies!

Designer Brands Must Design Better Channel Strategies!

Terrific to see the fresh insights of student discussions in my Intro To Marketing course, and informative to see which topics they instantly ‘get’ and what takes more time to percolate eg ‘Segmenting a target group of consumers’ is easier to grasp than ‘Predicting a Channel’s impact on actual buyer behavior’. No surprise really, since [...]

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Domestic Retailer Plays a ‘Heritage’ Card

Domestic Retailer Plays a ‘Heritage’ Card

You may have sen recent Canadian Tire Corp (CTC) ads that proudly remind us how they’ve been part of Canadian consumers’ lives for generations. The new ads also allude to some of their past ads (incl. an icon ad: sentimental hard-working farmer brings home a hard-won bike for a surprised, appreciative son). Canadian Tire is [...]

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