Why Brands Cannot Ignore Social Media Mavens
What gives mavens their power is that they are socially integrated with target consumers. They are part of the web of trust that consumers weave to help in their decision-making.
Zappos : A Valuation Of Values
At the end of it all, Tony Hsieh weighs his achievements on 2 parameters – values and culture.
The Power Of Gustatory Memory
Once in a while somebody like Siggi comes along who packages and markets a gustatory memory. The Siggis of the world are important to our generation. Perhaps they are the only storytellers of our time.
The Science of Giving Names To Brands
In a famous passage, Confucius was asked by a disciple what his action would be if he were to govern a state. He replied, “Make right the names”.
Luxury : Branding The Sublime
Luxury is described as a product or service that offers consumers quality, performance and emotional connections. Such a definition would include almost every brand out there. So what does LUXURY branding entail? Brands today are actively forging EMOTIONAL CONNECTIONS with consumers in a market defined by parity in quality and performance. Every product category, be [...]
Attaining Style Leadership
How important is style leadership to brands? Style is defined as the popular taste at a given time. With popular tastes changing every day, can brands succeed in becoming style leaders? What kind of brands can achieve style leadership? Can a soap brand claim to be a style leader? What about dish washing detergent? Sounds [...]
Brand Strategy : Heritage
If there is one characteristic that brands cannot replicate with all their resources, it is heritage. Nothings speaks of status and character as much as heritage does. Heritage has the power to intrigue and draw people in – encouraging them to delve deeper into the brand culture.