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Steve Cranford Articles

Written by: Steve Cranford

Brand differentiation by design - Click To Read Article
During one recent afternoon, we experienced a demonstration of the power of emotion and the human need for affiliation. By design.

Wal Marts brand positioning - Click To Read Article
As reported by ABC News, U.S. based retailer Wal-Mart experienced weaker than expected holiday shopping on Black Friday, prompting Wal-Mart to cut its projected sales increase for November by more than half.

Open the umbrella brand strategy - Click To Read Article
When attempting to unite a series of brands within a single message, an “umbrella brand” strategy is one way to get your consumer, audience, or constituency to make you their first choice.

Serial cereal branding - Click To Read Article
They’re Grrreat! What is claimed as the first all cereal café recently opened in the United States. Cereality demonstrates effective emotional branding, and how brand strategy is so much more than developing a new tagline or slogan.

Characters Welcome USA Networks new branding initiative - Click To Read Article
A brand is your promise. How you keep it means everything.

The Sendo brand sendoff - Click To Read Article
Sendo International Ltd., a United Kingdom company, serves wireless network operators in over fifty countries with products ranging from branded phones to dedicated service software to fulfillment programs. Earlier this week the company issued a press release with this breathless headline.

The brand audit university branding in China - Click To Read Article
Vanderbilt University, an internationally recognized research university in the United States, attracts a high percentage of student enrollment from Asia. A number of students attend Vanderbilt from China and Taiwan.

Sub prime corporate branding new is not new - Click To Read Article
New Century Financial Corporation [NYSE:NEW] is in search of a brand strategy. The company is one of the largest non- or sub-prime mortgage lenders in the United States, and today announced their first corporate branding effort with the tagline, a New Shade of Blue Chip.

Playing it safe loses market share - Click To Read Article
In a world of message overload, a brand must often break the rules if it wants to elevate above the competition. For an upstart brand to gain market share, first determine the conventional wisdom of the market leaders, then run in the opposite direction.

Martha Stewarts brand research - Click To Read Article
The release of Martha Stewart from the United States federal prison system prompted a number of news reports about how her experience will affect Martha Stewart Living Omnimedia [MSO].

Just waitll we get our brand on you - Click To Read Article
Hanes, the venerable underwear retailer, has decided to revive their classic brand positioning from the 1990s and put it back to work. The question is why did they ever ditch this strategy?

Ikeas brand reputation - Click To Read Article
At least one global Swedish brand has a brand reputation greater outside its home country than within.

Destination branding in place St Louis - Click To Read Article
One American municipal leader precisely captures the challenge of those engaged in destination/place branding for cities, states and countries.

Consumer brand research - Click To Read Article
An early discussion of brand research and the power of human emotion in driving consumer decision-making comes from what might seem a surprising source.

Branding in the new world economy - Click To Read Article
Effective branding is about being smarter with what you have.

Branding for Nation Export Competitiveness - Click To Read Article
When the export economy of a country faces competitive pressures, what is the solution? As reported in the Taipei Times, according to a leading economic think tank in Chinese Taipei, the answer is branding.

Branding Lawyers - Click To Read Article
Lawyers are practicing branding negligence, as demonstrated by some of the best firms.





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