Category Archives: Brand management

Strategies and tactics that build upon a solid brand foundation

Who’s cookie cutter are you using?

Cookie cutters have earned a bad name outside of the kids-and-moms crowd. They symbolize sameness and a lack of creativity. In brand management parlance, however, delivering a cookie cutter experience is a positive. It represents a promise made and a … Continue reading

Posted in Brand management, Uncategorized | Tagged , , , , , | Leave a comment

Motorcycle marketing: throttle through the curve

While marketing a motorcycle brand is one of my dream assignments — the relationship between motorcyclists and their motorcycle is a powerful brand-building opportunity — this post is not about motorcycle marketing. It’s about marketing ideas that come to me … Continue reading

Posted in Brand management | Tagged , , , | Leave a comment

Don’t buy local if local sucks

I’m not a fan of “buy local” campaigns when loser brands try to guilt you into buying their inferior products from people who could care less, just because you live in the same zip code. I said the same thing … Continue reading

Posted in Brand management | Tagged | Leave a comment

Lessons from retail: avoid jargon

While I’m between full-time employers, I’m working a part-time job in big-box retail this holiday season to earn a little Christmas cash. I’m also learning some value brand lessons, including this one: Avoid the jargon – Every industry – and … Continue reading

Posted in Brand management | Tagged , , , | Leave a comment

Does your brand smell funny?

>First story: A few nights ago, I wandered into the kitchen for a little late night snack and some unfamilar, unpleasant odor hit me. When I asked my wife if she smelled it, she said she thought she smelled something … Continue reading

Posted in Brand management | Leave a comment

Bad customer service you gotta love

>Last night, I popped a new, refilled ink cartridge into my printer to find it wouldn’t work. I called the Walgreen’s technical service number on the cartridge and was greeted with a thick, but delightful female British accent. I began … Continue reading

Posted in Brand management, Uncategorized | Leave a comment