My interview with Pat Hanlon, author of Primal Branding on the role of stories at creating great brands. Joel Rubinson: You have said that a great brand needs a great creation story. What do you mean by that and why is it so important? Patrick Hanlon: Actually, what I have said is that great brands […]
May
20
Cracking the code; creating great brands
In: branding
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May
14
A Klingon is one of the bad guys in Star Trek; a Marketing “Cling-on” is also dangerous…someone who clings on to rules of thumb from the past, believing the world is really not so different after all. Trekkies know what a Klingon looks like, but how about a Marketing “Cling-on?” Here are some examples. In […]
May
6
This is part two of a blog series on marketing in a recession. for part one, click here. In my last blog posting, I made the case that there will be “no normal” to return to, once the recession is over. People’s heightened search for value and economizing have changed brand choices and shopping patterns. […]
Apr
7
Markets seem to evolve in one of two ways that imply very different strategies for launching new offerings: • Market entrenchment • Market reinvention Market entrenchment looks like this. Someone creates an innovation that establishes a new market. The second wave of “innovation” is comprised of a few differentiated nationally branded products, but really serves […]