Rebranding is as an important commitment as starting a new brand. You have to make sure the conditions are right, and that the execution is right. It is a powerful method for communicating change. On the other hand, a poorly executed rebranding can damage the company’s image – as the Gap fiasco demonstrated. Gap, who dominated the fashion industry in…read more →
Vodka has become one of the most popular spirits in the United States. It is my default liquor, the thing I choose when there are no good whiskies or other interesting spirits to try. High quality vodka is easy to drink straight but also stands on its own in martinis and cocktails. I usually get Grey Goose in vodka drinking…read more →
Although the economy is recovering (according to economic experts at least), small business owners can’t help but notice that they must work harder than ever for each and every sale. This makes branding and marketing more important, especially for small businesses who are often pitted against much more established large corporations. This leads many owners to ask, “What is my…read more →
Domino’s recently unleashed a new marketing push. While this is nothing new for major corporations, the content is somewhat unusual. In a national commercial, the president of the company admits that the pizza simply isn’t as good as the competition. Clips are shown of unhappy customers comparing the product quality and taste to ‘cardboard’ and ‘ketchup’. The answer, according to…read more →
What does Tiger Woods have to do with small business branding? He is an example of how a powerful brand can be taken out by a single incongruency. However, as we shall see, there is still hope for the Tiger Woods brand—and any brand, including one tailored to a small business—if the audience and the future of the brand are…read more →