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All Blog Posts Tagged 'strategy' (24)

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…

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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”.  …

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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…

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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…

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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!…

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

For Brands, It's BOTH What & Why!

There’s a lot of content around that seems to be sparked by a thoughtful book and 2010 TedX talk by Simon Sinek.  Essentially, the…

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Added by Michael B. Moore on January 2, 2014 at 9:00am — 2 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…

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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…

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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.…

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Added by Michael B. Moore on December 5, 2013 at 8:30am — 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.…

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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.…

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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…

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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?…

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

Chevy Takes On Porsche. Or Does It?

A recent…

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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:…

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

Defense Wins Championships!

Throughout life, there are many instances where a balance of two factors is required for something to be its best.  Think about it, the heart and head, Yin and Yang, male and female, positive and negative polarities, etc.  In…

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Added by Michael B. Moore on July 21, 2012 at 10:00pm — No Comments

Posh Spice and Persil: Reconsidered

There’s been an interesting dialog created about the very presence and power of consumer brands.  It was originally sparked by a talk given by Jeremy Bullmore in 2001 - apparently a long time WPP ad man.  In it he posits a number of provocative suppositions about the brand that, to me, are actually quite fascinating coming from someone - seemingly - in…

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Added by Michael B. Moore on June 19, 2012 at 12:30pm — 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…

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

Updating The "Brand Promise" Metaphor

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.…

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Added by Michael B. Moore on June 2, 2012 at 11:00pm — No Comments

A Twinkies Turnaround

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!…

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Added by Michael B. Moore on January 13, 2012 at 1:30pm — No Comments

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