Cultivating more consumers who buy more, more often, & tell their friends!
A brand is frequently characterized as a "promise". On a superficial level that may be the case, but the day-to-day reality is much more complex and nuanced. To me, the word "promise" speaks of a singular, narrow agreement that is unbending.…Continue
Added by Michael B. Moore on June 2, 2012 at 11:00pm — No Comments
It's a marketers dream to have the chance to remake a classic. I've often romantically pondered resuscitating fallen brand powerhouses, re-igniting dormant consumer equity to create new found financial gains. There's just something about looking at a fallen great brand and thinking that you could do better. I'm guessing I'm not the only marketer to do that!…Continue
Added by Michael B. Moore on January 13, 2012 at 1:30pm — No Comments
I was riding behind a new Buick today and thought about the car and the brand. Big difference. I'm not sure what model it was, but from the back the lines of the car looked quite nice. It came across like a sleek, European sport sedan - definitely a nice look. What crashed it back to Earth for me, though, was the rather large Buick logo/crest on the back. it was definitely a downer - reeking of old, stale, tired, out of date cars that my grandfather might have driven in his youth! :-)…