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HOW A BRAND DIES OR HOW NOT TO LEAVE YOUR BRAND TO FATE - Click To Read Article
In the billion dollar beer market, the brand strength of an American beer is sometimes its most powerful "reason-to-buy." The Wall Street Journal recently had this to say about the Stroh Brewery, the nation's fourth largest brewer, now being sold off: "The sale of Stroh, a 149-year-old Detroit brewer that was once a strong contender in the beer market, is the result of poor brand management in a flat market, distributors said.... It [Stroh] didn't take advantage of its strong regional brands...."
WHY BRANDING FAILS TO WORK - Click To Read Article
Before Nike, there were sneakers. That's right. As obvious as it seems, people often forget how and why branding works. Branding is what turns mere commodities into name brands infused with value-the kind of value consumers are willing to pay for. "Yeah," you could say, "but that's different. Your product needs a unique angle to succeed...."
BRANDUS INTERRUPTUS - Click To Read Article
You wake up with a brilliant idea, a new concept no one has thought of before. You develop a flawless marketing plan over morning coffee, word gets out and by noon, the best teams of specialists all call you. All these world-class designers, marketing consultants, media planners and brand management professionals offer you their services free, just to be part of your breakthrough concept. By 3:00 p.m., four major global corporations have had their legal departments fax over contracts to form co-branding efforts....
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