Branding is just the beginning
When Nudie entered the Australian fruit juice market in 2003, the category was ready for a shake up. Prior to its arrival, consumers could only… Read More »Branding is just the beginning
Serving the Right Song with your Brand
I recently posted on LinkedIn about Apple’s emotive AirPods Pro 2 “Heartstrings” ad. Besides the emotive storyline that focuses on the product feature, there are… Read More »Serving the Right Song with your Brand
Tough Times for Brewing and Dining
Before I began my first job at Citibank, N.A. in Jakarta in the late 1990s, I received an advice, “When you start at a new… Read More »Tough Times for Brewing and Dining
Brand Prestige: an alluring trap
For marketing professionals working with prestigious brands, there seems to be a desire to keep the brand aspirational and desirable. You can see how this… Read More »Brand Prestige: an alluring trap
How the Sky Fell on Skype
I was recently asked to catch up online to discuss product promotion by an Ehrenberg-Bass Institute contact, and without thinking I mentioned that I’d send… Read More »How the Sky Fell on Skype
Launching is the easy part. Staying alive is hard.
Wouldn’t it be wonderful to design products by actively involving the consumers and get them to suggest the features and designs? This is essentially a… Read More »Launching is the easy part. Staying alive is hard.
What’s in a (brand) name?
Visiting different countries gives me the opportunity of experiencing different shopping environments, unfamiliar brands and product categories, and things that would make me go, “Hmm…”… Read More »What’s in a (brand) name?
The Problem with Intentions
There’s a problem brewing in Adelaide at the moment. A historic pub in the city is earmarked for a redevelopment into an apartment block. The… Read More »The Problem with Intentions
Be Curious, be Collaborative … but be Skeptical.
The other day I saw a post on LinkedIn with a new metric that would supposedly help businesses in managing their brand. If I were… Read More »Be Curious, be Collaborative … but be Skeptical.