Today, I published a post on Corporate Eye about how Microsoft failed consumers by not meeting customer expectations for the brand with Windows Vista. You can read my complete analysis at Corporate Eye, but here on Brandcurve, I want to take a different approach to the same topic - avoiding pompous branding.
Long story short, […]
Can you explain your brand identity, meaning your brand position, purpose, promise and image, in one sentence?
If you can, that’s great. It means you have a clear definition of your current brand identity.
If not, you need to take some time to define your brand so you can consistently communicate your brand message across all of your […]
What better way to boost your brand image than by starting from within? I always tell clients that one of the most important aspects of building a successful brand is making sure your employees understand and live your brand promise. McDonald’s (NYSE: MCD) is buying into that strategy with the launch of Station M, the […]
Remember a long time ago when sending a package through Federal Express (NYSE: FDX) meant it would arrive quickly and safely? While the U.S. Postal Service was notorious for losing mail and delayed deliveries, customers could count on FedEx.
Sadly, those days are long gone, but Federal Express is trying to capture that brand promise again […]
Remember that advertising slogan, ”Volvo: Boxy but Good,” from the movie Crazy People? In case you never saw it, Crazy People came out in 1990. The plot involved an advertising executive, played by Dudley Moore, who reaches his breaking point and has a breakdown landing him in a mental institution where his fellow patients help him recover […]
Gfk Roper conducted a study of consumers late last year to learn what influenced people the most when it comes to making purchase decisions. The study showed that advertising, marketing and pricing are not the biggest factors that influence consumers’ buying choices. Instead, prior experience with a brand is at the top of the list. […]
Answer: don’t be like Dick Cheney.
Last night on Comedy Central’s The Daily Show, Jon Stewart did a hilarious bit about Dick Cheney’s recent claims that he is not subject to many laws and rules related to the Executive Branch of the government because he claims (unbeknownst to the rest of the world) the Vice President is […]
There was a time when few neighborhoods had a name. Usually, branding a development was reserved for wealthy estates or ranches. I moved to Florida two years ago, and most neighborhoods (more like planned communities, I suppose) have fancy signs at the main entrance with elaborate community names. These names say a lot about the neighborhood, and sometimes, […]
A former Dell (NASDAQ: DELL) employee sent The Consumerist a list of the 22 Confessions Of A Former Dell Sales Manager, which The Consumerist posted yesterday. Suffice it to say, Dell is not happy about the information the employee so freely offered the public claiming much of it was confidential. Dell even went so far as […]
Earlier this week, Drew McLellan of Drew’s Marketing Minute posted a great article (originally published in the Des Moines Register on May 29, 2007) about branding best practices. Drew compares branding to a three-legged stool with the three legs being:
The company’s vision of the brand
The consumer’s vision of the brand
Where your brand sits in the […]
All about branding and marketing
Written by Susan Gunelius [email] for b5media.
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