All Blog Posts Tagged 'brand' (45)

On Coca-Cola's Future: 5 Steps to 21st Century Growth

The Coca-Cola company seems to be at an existential crossroads.  As with a number of iconic 19th century companies, its legacy business model is in growing conflict with contemporary consumer realities.  Like Kodak, that was forced to close its consumer photography business because it couldn’t muster the strategic…

Continue

Added by Michael B. Moore on March 5, 2014 at 10:30am — No Comments

A Brand IS What We Say It Is (Unless We Screw It Up)

Scott Cook, the founder of Intuit, famously said,

“a brand is no longer what we tell consumers it is, it is what consumers tell each other it is”.  

That statement, I think, accurately captures the spirit of the…

Continue

Added by Michael B. Moore on February 23, 2014 at 11:30am — No Comments

Advertising is Art, But Art Is Not Advertising.

What I mean is that advertising is a subset of the much broader creative world of art.  It is a commercial execution of art.  It's art for a purpose; to sell stuff.  The creativity behind advertising comes from the essence of art.  



That said, art itself is - of course - not advertising.  It is not…

Continue

Added by Michael B. Moore on February 5, 2014 at 3:30pm — No Comments

The True Power of Emotional Branding

The idea that brands should create emotional connections with their consumers has grown dramatically over the last 20 years.  Most marketers now understand that emotions can be powerful drivers of consumer behavior.  The stronger the emotional connection, the greater the consumer engagement.  The greater the consumer engagement, the…

Continue

Added by Michael B. Moore on January 31, 2014 at 11:00pm — No Comments

How To Build A Great Brand With No Marketing Budget

However small your brand may currently be, whether you realize it or not, it has something profoundly in common with global mega-brands like Apple, Google, and Coca-Cola.  At one time they were startups and growing brands just like yours!  



At this point, you may not have…

Continue

Added by Michael B. Moore on January 28, 2014 at 9:00pm — No Comments

The Logic of Emotional Branding

Relative to the enormous role that it plays, emotional branding is probably the least understood and discussed topic in business.  If you compare it to "content marketing", "mobile marketing", or any of…

Continue

Added by Michael B. Moore on January 12, 2014 at 6:30pm — No Comments

3 Reasons Why Marketing Must Be 'On Strategy'

As a marketer, you've got to give every dollar you spend the greatest chance of having the biggest impact on sales and profitability.  The only way to do that is by coming up with a plan that presents your brand in its best light, and then hammers home that message consistently.  This is being 'on strategy'.…

Continue

Added by Michael B. Moore on December 26, 2013 at 10:30am — No Comments

The 6 Secrets of Strong Brands



It takes a lot to create a strong brand.  Great branding is the residue of product excellence, compelling marketing, and consistent consumer engagement - among other things.  Here are the The 6 Secrets of Strong…

Continue

Added by Michael B. Moore on December 13, 2013 at 2:00pm — No Comments

The Future of Walmart: An Open Letter To New CEO Doug McMillon

Walmart recently announced a new CEO, Doug McMillon - a long time insider.  Leadership changes are prime opportunities for corporate introspection and reassessment.  Is the company heading toward its highest and best strategic…

Continue

Added by Michael B. Moore on December 5, 2013 at 8:30am — No Comments

When Advertising Insults The Consumer

Continue

Added by Michael B. Moore on December 2, 2013 at 12:30pm — No Comments

Brand Positioning 101: A Coke Case Study

Positioning is the DNA of a brand. It defines its personality, look, feel, and message.  Everything that touches consumers should flow from this strategic blueprint.  Companies select which consumers to market to based upon business factors, and then the brand positioning is constructed to determine what to say and how to engage with them to maximize brand preference and purchase.…

Continue

Added by Michael B. Moore on November 22, 2013 at 9:30pm — No Comments

The Power of Emotion, Even in Tech Ads!

Most large consumer companies understand the profound power of leveraging emotion to maximize the impact of their advertising.  Celebrating the emotional potential of their product pulls consumers in and gives them an even more compelling reason - beyond just features and benefits - to want what you’re selling.  To be sure, a product’s ultimate impact is not just what it does, but how it makes us feel.…

Continue

Added by Michael B. Moore on November 4, 2013 at 12:30pm — No Comments

Pepsi: Forget About Coke. Be Pepsi!

My mother always told me to be myself.  That same advice holds true for brands!  Pepsi has always positioned itself as the more contemporary cola; the younger, hipper, cooler alternative to…

Continue

Added by Michael B. Moore on September 9, 2013 at 2:30pm — 1 Comment

Top 10 Reasons to Ignore Brand Strategy

10 - You don't think marketing works so what’s the point?…



Continue

Added by Michael B. Moore on July 5, 2013 at 10:00am — No Comments

Chevy Takes On Porsche. Or Does It?

A recent AdvertisingAge article about the launch of the 2014 Chevrolet Corvette Stingray has me…

Continue

Added by Michael B. Moore on May 19, 2013 at 9:30pm — 2 Comments

To Reinvent or Not to Reinvent. That Is The Question!

The latest Bloomberg Businessweek has its annual “How To” section with a little bit of everything squeezed in.  Included is a paragraph by Lew Frankfort,  the CEO of Coach, on how to “Reinvent A Brand”.  It talks about how they are transforming Coach into a women’s lifestyle brand.  He offers the following headlines:…

Continue

Added by Michael B. Moore on April 18, 2013 at 10:30am — No Comments

5 Tips On How To Pick The Right Ad Agency

For most b2c companies, a high-performing brand is the most productive path to growth.  Branding connects your business to more consumers with compelling messages that encourage them to buy more of what you're selling.  Advertising…

Continue

Added by Michael B. Moore on October 31, 2012 at 9:00am — No Comments

7 Steps to A High Performing SMB Brand

Any company can have a high performing brand that dramatically increases sales and profits. You don’t have to already be Coca-Cola or Apple to have one.  In fact, small and mid-sized (SMB) business owners should remember that…

Continue

Added by Michael B. Moore on September 30, 2012 at 4:30pm — No Comments

"What Is A Brand?" Seriously?

The human mind is one of the most complex and mysterious things in the universe. Yet when the word "depression" is spoken, for example, despite it being a concept squarely anchored in the realm of psychology and the mind, it connotes a clear definition and meaning. This is without regard to who says the word, either psychologist, or patient, or psychiatrist, or internist, or talk show host.…

Continue

Added by Michael B. Moore on June 25, 2012 at 8:00am — No Comments

Muhammad Ali - Louis Vuitton Ad

Sometimes it takes more than just a great image to make a great print ad.  

Let me first acknowledge my biases…

Continue

Added by Michael B. Moore on June 15, 2012 at 12:30pm — No Comments

© 2021   Created by Michael B. Moore.   Powered by

Badges  |  Report an Issue  |  Terms of Service