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Branding

8 Business Lessons From a 9-Year-Old Entrepreneur

Out of the mouths of babes—or at least 9-year-olds—can flow some pretty sage advice for CEOs and business chiefs. At least when it comes from Alina Morse, the founder of a startup company called Zollipops, which has received national acclaim for its innovative product—cavity-fighting lollipops. Here are 8 basic but timeless insights based on the Zollipops experience.

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Lessons From the Super Bowl Successes of 4 Mid-Market Advertisers

Super Bowl XLIX was remarkable for many things—the great game, the bad coaching decision, the record-high viewing audience—but the advertising successes of mid-market companies may have been the most surprising development of any.

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Smaller Brands Are Capturing the Super Bowl Spotlight This Year

The Super Bowl is the biggest and most expensive marketing stage in America, and by many measures, in the world. And while some big-brand regulars are backing away from the Big Game this year and its $4.5-million fee for 30 seconds of advertising during the game telecast on NBC, many other CEOs are eager to see their companies take those slots—even small companies that might seem to have no business placing such a huge bet on a half-minute of air time no matter what the venue.

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Guidelines for Revitalizing a Brand

History shows that ignoring or missing a major consumer trend or behavioral shift can have significant detrimental effects on brand survival. Some never recover, but others have learned how to reinvent themselves. Here are some suggestions for revitalizing a brand, from CEOs who have achieved it.

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Goldman Sachs: A Cautionary Tale in Branding

The publication of the former Goldman Sachs’ executive’s op-ed should signal to management that the threat of a disconnect between one’s image and brand reality are now greater than ever.

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The Synergy Mirage: A Case Study

Brand extensions and product expansions don't always make sense. A razor-like focus on what one does exceptionally well can make all the difference.

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DIY Brand Building

Tom Duncan The Challenge. You’re a manufacturing company looking to make headway in a market saturated with established brands. Like you, your competitors operate cost-efficient manufacturing facilities in China, so competing on price is not an option. What’s more, several peer brands are owned by the very retail channels you’re hoping to sell through—fiercely territorial players unlikely to give prime ...

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Over-Surveyed Nation: ‘Your Opinion Is Important to Us!’

Gone are the days when you might get the occasional survey request in the mail, or — dreaded — on the phone. And remember those postcards in hotel rooms asking you to comment on your stay? So 1990’s. Now, it’s digital, and it’s relentless.

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Do CEOs Read History?

A recent analysis of Microsoft tells a familiar tale, one where an aging CEO loses touch with the core integrity of a brand. It seems that leadership style and age perhaps go hand in hand, and it may not be the right decision to put an older CEO in charge of a growing company.

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