Featured Blog Posts (56)

In Branding, When Less Is More

Sometimes a product is actually better than its brand. It’s physical product performance is greater than its reputation in the marketplace.  In those instances, a brand can literally hold sales back.

 

One of the most…

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Added by Michael B. Moore on May 17, 2015 at 10:00am — No Comments

Cultivating Profitable Brand Experiences

Frequently, a relatively simple adjustment to one’s perspective can have a dramatic impact on productivity. For example, in leadership, embracing a service orientation toward employees can mean all the difference in the world to inspiring top performance.

 

In…

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Added by Michael B. Moore on April 23, 2015 at 8:30am — No Comments

How To Hack Your Brand

Scientists say that the human brain processes the element of surprise in a way that amplifies the underlying emotion of the experience 4X greater than normal. So, something that is typically experienced as “good”, becomes four times better if it comes as a surprise. The same works in the negative. If someone experiences a negative interaction that is a…

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Added by Michael B. Moore on April 2, 2015 at 5:30pm — No Comments

The Strategy of Image Advertising

Image advertising can be one of the most powerful tools in all of marketing. Beyond simply telling what a product does, image ads encourage consumers to actually feel more about a brand. And it is in those feelings that meaningful brand equity, loyalty, and consumption growth can be best stimulated.…

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Added by Michael B. Moore on March 27, 2015 at 9:30pm — No Comments

This Johnson's Ad Is 'So Much More'!

Against a sea of mediocre advertising all around, this Johnson’s 30 second spot stands out as refreshingly strong work! In an ad world seemingly dominated by advertising either inappropriately fixated on features and benefits, or way-out creative ideas disconnected from the brand, it’s great to see a…

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Added by Michael B. Moore on March 17, 2015 at 3:30pm — No Comments

Cadillac and the Reinvention of American Luxury

An Open (and Friendly)  Letter To Cadillac President Johan de Nysschen

 

Dear Mr. de Nysschen:

 

There seems to be lots going on at Cadillac. New president. New CMO. New headquarters. New…

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Added by Michael B. Moore on March 9, 2015 at 8:30pm — No Comments

Reebok: "Be More Human"? No, Be More Strategic.

Here's the new positioning and advertising from Reebok with the tagline - "Be More Human".

Reebok is attempting to rise from the ashes; to rebuild themselves in the sports footwear/apparel marketplace. This new campaign and positioning is an ambitious stab at contemporary relevance.  

It doesn't work.

The…

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Added by Michael B. Moore on January 28, 2015 at 10:00pm — No Comments

Will You Take The Blue or Red Pill of Brand Strategy?

If you’ve spent any time on this blog you know that my “thing” is helping companies leverage the rich power of human emotions to build stronger, more profitable brands. Doing so can create legions of emotionally connected consumers who buy more, more often, and tell their friends! And isn’t that the…

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Added by Michael B. Moore on January 14, 2015 at 8:00am — No Comments

Innovation in the Cola Wars

The carbonated soft drink (CSD) business is reeling. Volume at both Coke and Pepsi has dropped for years and there’s no light at the end of the tunnel. Most point to two causal factors. One, “sodas” have become a prime PR target of the health movement against high calorie, unhealthy food and drinks. Second, soft drinks have lost significant…

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Added by Michael B. Moore on January 6, 2015 at 3:30pm — No Comments

Culture Eats WHAT For Breakfast?

The phrase ”culture eats strategy for breakfast” is one of those popular social media memes that, while sophisticated sounding, is actually - for the most part - wrong! It accurately acknowledges the enormous power of corporate culture in driving company performance, but it infers that culture is somehow disconnected from - or more important than - strategy.…

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Added by Michael B. Moore on December 27, 2014 at 11:00am — No Comments

To Get People To Buy More, Make Them FEEL More!

People interact with all kinds of brands that do all sorts of things. The strongest brands - the ones we feel most connected and loyal to, and the ones we spend the most money on - are not necessarily the ones that do the most for us. They are the ones that make…

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Added by Michael B. Moore on December 16, 2014 at 5:30pm — No Comments

Your Consumer Target: What You Need To Know

One of the most powerful laws of marketing is also one of the most counterintuitive. As such, many companies just get it plain wrong - with their brand and sales suffering as a result. Now, you don’t have to:

 …

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Added by Michael B. Moore on December 8, 2014 at 10:30am — No Comments

Brand Management is NOT Dead!

You probably have read the popular quote from a tech exec who said “your brand isn't what you say it is, its what your consumers say it is”. This infers that in today’s increasingly social world, that consumers are the ones who control the dialog and direction of brands.

 …

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Added by Michael B. Moore on December 1, 2014 at 3:00pm — No Comments

The Simple Key To Consumer Satisfaction

Many marketers incorrectly believe that consumer satisfaction is almost solely a function of product performance. The reality is while whatever you’re selling must offer value, the perception of consumer satisfaction is a bit more complicated.

 

Consumers are actually…

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Added by Michael B. Moore on November 19, 2014 at 11:00am — No Comments

The Samsung Solution

As mentioned in my last blog, Samsung is reevaluating its smartphone business on the heels of disappointing Galaxy S5 sales and profits. The Wall St. Journal summarized their problem by writing that Samsung “lost ground to…

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Added by Michael B. Moore on November 13, 2014 at 8:00pm — 2 Comments

Samsung: Here's What Went Wrong

Last week, Samsung reported significant sales and profit declines due to softness in the Galaxy S5 business. As a result, the world’s largest smartphone maker by shipments is said to be evaluating their smartphone business going forward. While the Wall St. Journal reports pressure from Chinese vendors as a key factor, their smartphone…

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Added by Michael B. Moore on November 3, 2014 at 10:30am — No Comments

Deconstructing Brand Strategy

Building a strong brand is one of the most difficult tasks in business.  There are so many ‘moving parts’ that marketers must get right - from the strategy to the tactics and the creative.  The good news, though, is that despite the myriad of details, there is critical guidance that can meaningfully direct all branding.  In…

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Added by Michael B. Moore on July 12, 2014 at 11:30am — No Comments

The "Truth" About Beats By Dre

Remember on American Idol when Simon Cowell used to chide singers for being “self indulgent”?  I think he meant that they were more focused on hearing themselves sing than in performing for the audience.  Beats By Dre, the hot headphone company, might be suffering from a similar egotistical…

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Added by Michael B. Moore on June 23, 2014 at 8:30am — No Comments

Bridging The Gaps, The Love of Marketing - Presentation Deck

Over the past four days I have posted chapter summaries of my just finished book, 'Bridging The Gaps, The Love of Marketing'.  It offers a hypothesis about how and why consumers create emotional attachments to the various brands in their lives.  It sheds light on the 'physiology' of branding, offering keen insight into how to more effectively…

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Added by Michael B. Moore on April 3, 2014 at 10:30pm — No Comments

The AMA Gets "Brand" Wrong

“Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”



American Marketing…

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Added by Michael B. Moore on March 20, 2014 at 12:30pm — No Comments

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