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branding

🤝Collaboration Done Right: Gregg’s and Primark!

Co-branding done right: works!  The Big Idea: Primark and Gregg’s collaboration is co-branding done right.  This campaign highlights the benefits of co-branding: Positive press Reaching new markets Adding brand equity to both brands Why This Works: When two brands collaborate: Both brands bring their audiences to the collaboration. Both brands only bring their positive brand associations.  Both […]
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✨ Great Branding: Isn’t Subtle

Don’t hope people get the message: Make sure of it! The Big Idea: Branding should make an impression: 👋 🛎️ 😲 Know what this brand is? You probably don’t because I wouldn’t have without Peter Weinberg’s comments on the ad.  What You Need to Know: Branding works through awareness and repetition.  You can’t measure the ROI of […]
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💔 🔨Ye and The Gap: Breaking Up Ain’t Hard!

Co-Branding: You bring you. I’ll bring myself. The Big Idea: Kanye and Gap break up: that’s okay. Co-Branding is when two brands come together to reach entirely different audiences. The brands bring their own attributes to the combined partnership to create something greater than the two alone.  For Gap and Kanye, going their own ways will […]
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👑The Royal Family: Brand Managers👑

Royalty: Always about the Brand! The Big Idea: The Royal Family has a brand consultant. That shouldn’t come as a surprise to anyone. The Crown is a distinctive brand asset.  The palaces: Check. The crest: Absolutely.  Martin Lindstrom’s book, Brandwashed, covers this topic.  The key: Royal Families around the world spend a lot of time thinking about brand management.  What […]
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🔦Brand Codes: More than a Logo!

Death to big logos isn’t the end of brands!  The skinny: Designers are skipping logos in their fall and winter collections.  Why it matters: If this trend holds, brands will need to invest more in brand codes.  Codes? Yes. Those 4-6 symbols that a person associates with your brand.  Think: Tiffany’s blue box The interlocked NY on a […]
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