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Is your brand threatened by its delivery system?
Some brands are closely affiliated with the channels through which they are experienced. Encyclopædia Britannica, for example. In print continuously since 1768, Britannica‘s current edition comprises...
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Branding’s dirty little secret: Not everyone cares
Despite the multitude of branding consultants, theories, philosophies, processes, diagrams, white papers, and, of course, books, not all consumers care about brands. For a variety of reasons, they may...
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Brands with higher callings
The essence of some brands ties directly to a cause, a tradition or a set of values. Such brands stand for something perceived by their followers as meaningful. The result is often deep loyalty. Here...
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In co-branding there is strength
Co-branding is a strategic alliance between two or more brands intended to leverage the equity of each toward the advancement of a partnership brand. The idea, as in Aesop’s “bundle-of-sticks” fable,...
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Repost: For brand authenticity, look inside
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: Even before the recession, numerous gurus, books and websites explored the concept of brand authenticity....
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Moleskine: An analog brand in a digital world
While traveling, electronic tablets are invaluable for making reservations, researching attractions, finding locations, and keeping in touch. Yet, somehow, an old-school pocket notebook just feels...
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Ethics: steroids for brands?
The goal of marketing is to sell. The metrics of marketing success are dollars (or a measurement connected to dollars, such as units sold, ROI or market share). And when any of us sell anything, a...
View ArticleIs Apple losing its “coolness” factor?
In 66 TV commercials running between 2006 and 2009, Apple brilliantly positioned itself as the uber-cool brand of personal technology. The character “PC” was the uptight, stodgy foil for the laid-back...
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Affinity brands don’t “interrupt”
You’ve seen the pronouncements, blazoned in so many email blasts and blog posts. “Traditional marketing is dead.” “Consumers are skipping interruptive ads.” “No one reads the newspaper, listens to the...
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Why Coke sells bikes and VW sells fire pits
Most major brands offer promotional items featuring their logos — ball caps, t-shirts, coffee mugs, maybe golf balls. And some sell products related to their categories, such as BMW’s driving gloves....
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Top 12 BrandSTOKE posts of 2012
BrandSTOKE, like other four-year-olds, is developing greater self-control, demonstrating imagination and experimenting with independent decision-making. Thank you for continuing to subscribe, read and...
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Repost: From sampler to addict, the degrees of brand loyalty
I’m taking a short break from BrandSTOKE. In the meantime, here’s a repeat of a popular post: Although there is no universal standard for determining a brand’s value (see earlier post), any legitimate...
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Repost: Branding’s dirty little secret, not everyone cares
I’m taking a short break from BrandSTOKE. In the meantime, here’s a repeat of a popular post: Despite the multitude of branding consultants, theories, philosophies, processes, diagrams, white papers,...
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Repost: Differentiate or … muddle along?
I’m taking a short break from BrandSTOKE. In the meantime, here’s a repeat of a popular post: “Differentiate or die” became a popular marketing buzz-phrase, following the release of the book by the...
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Repost: Brands with higher callings
I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: The essence of some brands ties directly to a cause, a tradition or a set of values. Such brands stand for...
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What? Stoli’s not Russian?!
Following the recent enactment of several anti-gay laws in Russia, rights activists around the world declared a boycott of Stolichnaya vodka. Hit the Ruskies where it hurts was the reasoning. But, as...
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Top posts of 2013
Five years and nearly 300 posts ago this month, BrandSTOKE launched. Thank you for continuing to subscribe, read and comment. If you have any suggestions for improvement, please let me know. In...
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