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dave@davewakeman.com
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branding

Users Have Fixes to Turn X Back to Twitter…

Over the weekend, a #kelleydirect student asked me about Twitter‘s rebrand to X.  I said that it was misguided and that Elon Musk gets far too much credit for being some marketing savant when he is really good at PR. Still, his marketing chops are questionable as we’ve seen a number of times over the last few months […]
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What Can Proper Market Research Teach You?

Allegiant Airlines teaches us about the power of marketing research to uncover new opportunities. This one is cool because buried in the middle of the article is the comment that they “surveyed” their customers and uncovered some of the things that they value like premium alcohol options.  Why do I bring this up? I wrote […]
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Bob Lefsetz nails Brand Management!

Bob Lefsetz writes about brand management and he nails it.  The 3 key questions you need to know the answer to as a brand manager are: In Bob’s words: “Identity”. That’s your position.  Who are you?  What are you against?  Why you?  Bob shares that you can’t be very everyone, you have to be for a specific […]
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AirBnB Focuses on Their Brand: Cash Follows!

AirBnB credits an emphasis on “top of funnel” marketing with their best quarter ever.  I agree.  You build a brand by establishing top-of-mind awareness with your customers. That starts by hitting people in the emotional areas… In this example, the focus on PR is key because things like the Barbie Dreamhouse emphasize long-standing mental connections that […]
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Some Notes From My Brand Management Class…

Hey!  If you like the notes…share this with someone that might enjoy it as well.  I’m teaching a brand management class to some executive MBA students this year… So, this weekend, I’ve been working up some lecture notes, some resources, and some ideas to work into my teaching.  I figured I would share some of […]
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