Whether you're a fan of Starbucks or not, the brand is a great one to study. As the first big-name...
Has Starbucks committed a “logo no-no?”
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Brenda's Blog
All articles from the General Branding, Positioning and Marketing Category
I Asked . . . You Answered! 2010’s Biggest Corporate and Personal Brand Winners and Losers Survey Results
In late December, I asked our online community to vote on the Biggest Corporate and Personal Brand...
WHAT’S YOUR BRAND ICON?
Most of you know I travel a lot, but September and October were filled with two personal...
How Johnnie Walker came to be one of the world’s most recognized whiskeys.
The actual Johnnie Walker logo came from a lunch meeting between a famous cartoonist and JW execs,...
PUMA developed from a rivalry between two brothers…
PUMA developed as a rivalry between two brothers. It has gone from signature soccer apparel to a...
Top Leadership Personal Branding Tips from Nelson Mandela
Inside my latest newsletter… Join me in my ‘parting ode’ to the South African World Cup by...
Successfully Making the Personal Brand/Corporate Brand Connection
Congratulations to Trish Meecham, our winner! Many thanks to those of you who responded to the...
Customer Complaints: Why Your Brand Can’t Survive Without Them
“You can’t complain on a Saturday.” I paused, certain that I’d misunderstood. “Pardon?” “Our...
What Is Happening to “Brand Thailand?”
The front cover of this Monday's Nation newspaper – an English-language publication in Thailand -...
How Well Do You Know Your Customer?
In his 1985 book, Ogilvy on Advertising, David Ogilvy famously said, “The consumer is not a moron; she is your wife.” Of course, he’d have a hard time getting away with that kind of comment today, but his point is still a valid one.
The truth is: Too many businesses think of their target market as one large, pulsing mass. But your target market is actually made up of individuals just like you, your wife, your husband, your mother, your father, or your children. Your customers are people with hopes, dreams, frustrations, families to feed, bills to pay, and vacations to plan. The most successful brands recognize this and look at their target market as a “Target of One.” So, how well do you know your target market … your Target of One?
