Great advice from Drew McLellan’s book 99.3 Random Acts of Marketing: Next time people want you to change your corporate identity, try this. Buy a can of Coke and place it on their office desk. Give them 30 seconds to study it and then tell them to close their eyes and picture the Coke can [...]
Tag Archives: branding
Cthulhu: Bad names stop word of mouth
A great quote from MyTVWithoutPity: The problem with films with unpronounceable names is that word of mouth drops down significantly. I can’t imagine too many invites to Cthulhu. This is great lesson for anyone naming a product. If you want someone to talk about it, you need to give it a name that people can [...]
A viral classic
This amazing page from Dutch department store HEMA has been shared virally for years. Click on the image — then wait a few seconds. Lesson: Have a personality!
You need a simply unusual name
In a world where most shopping starts with a search engine, it’s a big disadvantage to be un-findable. Does Shure outsell Etymotic because no one can spell Etymotic? I own and like both kinds of earphones, but I rarely refer Ety because I can’t spell it. Do the Jewel, Shoppers, and Lucky grocery chains get [...]
Smelly markers
It only takes one thing to build a brand — just one great reason to talk. I bet you have fond memories of Mr. Sketch Scented Markers from childhood. How many other kinds of markers can you name? Mr. Sketch = Fun Sharpie = Permanent Expo = Dry Erase Big, simple ideas permanently position these [...]
The power of a great brand #2
You know a brand is great when it lives beyond the company. Pan Am died in 1991. They're still selling souvenirs 18 years later.
The power of a great brand
Would someone design a shoe, a shirt, or a sweater with your logo on it? When you have a great brand, it extends beyond your products — it becomes an emotion and a feeling that people want to extend to everything. Pantone sell colors. As abstract as it gets. But the brand is so powerful [...]
Brand Suicide
Will someone please go to FedEx headquarters and give them a wedgie? They need something to wake them up. They are killing the Kinko’s brand and replacing it with FedEx Office. 1. Great brands are priceless and irreplaceable. You can’t create a great brand. You earn it with decades of marketing, customer service, and great [...]
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