Feb|1|2010
Mark Gallagher and Laura Savard
Change is inevitable. The question is, how do you make it work in your favor?
Early on in our business a client gave us some brilliant advice. He stated “If you find yourself in the same business you were in ten years ago, you’ll soon find yourself out of business.”
His words are amplified by the fact that technology is eroding entire industries only to create new ones. This has, now doubt, caused everyone to re-evaluate who they are and where they stand. As you do so, we suggest that you ask yourself some questions:
Read more & join the conversation »
Posted in Brand Management, Brand Strategy
Jan|18|2010
Laura Savard and Mark Gallagher
Having a great product is no longer a guarantee of success. A Bain & Co. survey notes that 80 percent of CEOs believe that their product is differentiated, but only 8 percent of consumers agree. To truly stand out in the market, a product must embody the characteristics of its brand. But, with all the hoopla around branding, it’s no wonder that companies are continually lured into believing that their brand is their product and their product is their brand.
Read more & join the conversation »
Posted in Brand Expression, Brand Identity, Brand Management, Brand Strategy
Dec|28|2009
Laura Savard and Mark Gallagher
An overwhelming number of social media “experts” are calling for companies to surrender control of their brands to a social media empowered public. Even Forrester Research went as far as to suggest that the day of the “brand manager” is dead, calling for a complete overhaul of marketing, in which brand managers are replaced by “brand advocates.”
Read more & join the conversation »
Posted in Brand Expression, Brand Management, Brand Strategy
Coca-Cola and Santa Claus
The “Value” of Brand
What is strategy?
Subtractive Thinking
RiP! A Remix Manifesto
