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BRAND BRAND ON THE WALL - Click To Read Article
Brand reflections
Tacit Branding Messages - Click To Read Article
Some of your brands' messages may not be what you intended. Yet you know every message that your brands convey tacitly. (Note that, after reading this article, Robert Hanson, President of the Levi brand, wrote me: "I agree 100% with your POV and, in fact, see the product you refer to as inconsistent with our Brand Value Proposition. Investigating the product, it was a product produced by one of our licensees. So, we have tightened our internal controls to ensure the product we execute is consistent with our branding strategy."
Nice feedback. Thank you!
DUH COM - Click To Read Article
Thoughts about the demise of Pets.com
Brand Flexibility - Click To Read Article
Do you know how flexible your brand is?
Branding, Marketing and Sausage Making - Click To Read Article
A "tongue and cheek" look at some of the ingredients needed to develop an effective branding strategy.
That Big Brand Sound - Click To Read Article
The Brand Voice Audit (BVA) and other tools of Brand Orchestration.
Marketing v Branding - Click To Read Article
Why these two business tools should be kept separate
How Much for That Brand in the Window - Click To Read Article
Thoughts about brand valuation
GIVE YOUR BRAND IN MARRIAGE Revisited - Click To Read Article
For a brand sell to be effective long-term, its communication needs to create an emotional involvement between the consumer and the brand. The kinds of emotions that are translated into words like: MY Apple Computer, MY Tide, MY Olds. Consumers with this kind of involvement become literally married to their brand. They are more brand-loyal, usually refusing to consider the arguments of competitors (adultery), but receptive to those from THEIR brand.
Capuchin Monkeys and Branding - Click To Read Article
What a bunch of monkeys teach brand managers about strategy and consumer choice?
Trust Me Morons - Click To Read Article
I am surprised at how many advertisers air TV commercials that portray their customers, the very individuals they’re trying to seduce, as bumbling idiots.
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Jacques Chevron
(Visit Jacques's Website)
The JP Group is a management consulting
company created in November 2002 by
Jacques Chevron and Phil Glowatz. Though
JP Group is new, Jacques and Phil have
worked many client assignments together
over the last ten years, either under the
banner of Jacques' company, JRC&A, or
under Phil's company, Phil Glowatz and
Associates. They formed JP Group on the
heels of several joint projects--including
repeat business--to which client reaction
has been really enthusiastic.
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Jacques Chevron's
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