When I was at college studying marketing, this was a classic piece for us to learn. Maslow proposes that as we grow and attain civilisation and wealth, we move up the hierarchy of needs. But I think the model is still potentially relevant, just far more muddled than it used to be. Replace the Physiological [...]
Filed under: brand values, branding | Tagged: brand values, Maslow, Maslow's Hierarchy of Needs, We need to talk about Kevin | 1 Comment »
Tesco as a business isn’t doing badly. It’s profits are still huge, even if they are slightly down on previous quarters in the UK. But for me, this is masking a much bigger brand problem and that is because nothing they offer is special any more. They don’t make customers feel valued, they don’t surprise [...]
Filed under: brand values, branding | Tagged: brand, brand values, Tesco, tesco_logo.jpg | 2 Comments »
The Haka has always been something I have watched with fear and admiration, but today in the final of the Rugby World cup, I saw it for the first time as a brand marker for New Zealand. It shows their power, their determination and their ability to stand, miles from anywhere else in the world [...]
Filed under: brand values, branding | Tagged: brand values, France, New Zealand, Place Branding, Rugby World Cup, RWC | 1 Comment »
You know your brand is in some sort of trouble when you get genius comics Like Dan and Dan writing brilliant skitts of what you do and tearing apart everything that your hateful, petty minded, bigoted brand stands for. Nice one Dan. And Dan. Love it.
Filed under: brand values | Tagged: brand values, Daily Mail, Dan and Dan | Leave a Comment »
I’ve been catching up with some of my Podcasts over the holiday period and this one by Jack Welch seemed to be good advice for all sorts of situations from MP’s expenses to any bad publicity your brand faces.
Filed under: brand values, branding | Tagged: brand values, GE, Jack Welch, reputation management | Leave a Comment »
Beer brands, like most adults, shouldn’t try to get down there with the kids, it will kill all of them in the end.
Filed under: brand values, branding | Tagged: brand values, branding, Diamond White, Heineken, Stella Artois, White Lightning, Wife beater | 2 Comments »
What does ‘best’ mean in a branding context? And is ‘best’ a defensible position or one you should even think about using as a claim? Anyone can claim they offer the ‘world’s best’ as it isn’t a point of difference, it’s just a point of top parity. Who else can we add to the list of fame/shame as making brilliant/ridiculous claims to be the best?
Filed under: branding | Tagged: BB Muffins, brand values, branding, Elf, Gillette, Seattle's Best Coffee, Tina Turner | 1 Comment »
Spain has completely trashed its brand values. It has stamped all over them and probably ruined them forever. Unless they can rebuild their business case with far fewer visitors and go back to their original values, their situation will get worse and worse and worse.
Filed under: brand values, branding | Tagged: brand values, branding, Joan Miro, Spain | 1 Comment »
I noticed a huge number of Retweets in one of my followed areas about a new beta experiment called Buildabrand. I suspect that the Buildabrand algorithm uses rather basic technology. Building a brand is far more than throwing a logo at a set of values. It’s about living them in everything you do and the logo showing people they have arrived at the branded experience.
Filed under: brand values, branding | Tagged: brand values, branding, Buildabrand | 4 Comments »
When I started out in this industry back in 1990, I used to work on projects that were broadly in the area of corporate identity. This used to be about designing a new logo and then applying it to stationery and occasionally putting the logo on a jaunty angle on the side of a van. Its rather wider now. To be a brilliant brand, you have to be brilliant at everything, not great at some and barely okay at others.
Filed under: branding | Tagged: brand values, branding | 3 Comments »
