Big Idea: brand
Lindsay, Stone & Briggs CEO Marsha Lindsay Discusses How to Successfully Launch a New Product
Lindsay, Stone & Briggs CEO Marsha Lindsay wrote a column for Fast Company’s Expert Blog series titled “8 Ways To Ensure Your New-Product Launch Succeeds.” The article explores eight steps any company can follow to increase their odds of growth and transformation through a new product launch.
The “Craptacular”“Trucklet” and other Marketing (Ab)uses of Language
Expressing oneself has just gotten a lot more fun thanks to folks who are tired with the 1,008,000 words in the English language. What’s better: Economics of a Married Couple or “Spousonomics”? A reading of the Wall Street Journal is far more enjoyable when a review of the book that combines economic principles with marriage guidelines bears a title we instantly grasp and appreciate for all its efficiency and meaning: “Spousonomics”. A reviewer of a cross between a small sports car and minivan, “a Trucklet,” creates a term that compels one to read several thousand more words to discover[.....]
Without Passion, Social Media is just Noise.
What connects us? Social networking is taking over the world. I keep track of my kids who are scattered around the world on Facebook; the same with my brother and sisters and their kids; with old friends, too. Why are these people in my network? Because I have an emotional connection with them. We have shared experiences and, while our politics and walk of life may vary, we are emotionally attached. When one does something special, it gets passed around to all their friends and family. Recently one of my daughters participated in a protest in our state capitol. She[.....]
Who Wins the Battle between Mobile Apps and the Mobile Web?
After a run on mobile apps since the launch of the iPhone, iPad and Android, everyone seemingly needed an app. Everything from Angry Birds to simple re-use of printed brochures for car companies just had to be added to the App Stores to be on the cutting edge. But a crossroads emerges for brands and content developers with mobile web now allowing all the functions that an app would, without taking consumers backwards 15 years and requiring them to install software on their devices just to see your content. 95 % of apps are functionally dead after 3 weeks While[.....]
What’s in a brand’s name? Would that which we call Starbucks by any other name be as sweet?
Starbuck’s CEO Howard Schultz is famous for recognizing that the brand was never about the coffee, but something more. Starbucks has always been about a powerful emotional connection to the experience that it offers through its products and stores. Well, that recognition becomes even more pointed today as the company announced that it is taking the words “Starbucks Coffee” off of its iconic green and white mermaid logo. The mermaid now appears sans words in the new version. Why remove the brand name and the hallmark product from the logo? Schultz says it has to do with the fact that[.....]
For success with Integrated Marketing think hockey not football
Ever felt like your marketing plan would collapse under the sheer weight of its own complexity? Like you needed to rent an auditorium to meet with all the various people working on your business? Maybe you used to feel confident in your plan but now feel lost in a blizzard of new platforms, touch-points and technologies. We understand. Even some of the most competent marketing organizations struggle mightily to create great integrated communications on a systematic basis. But there’s hope. One CEO recently called integration the “holy grail” of marketing communications – and for good reason. At Monitor, we hear[.....]
The Gap has a new logo. What’s the big deal?
The Gap has a new logo. Logos are an interesting element. Some people try to read into a logo all the things a brand stands for. Prudential’s logo has a rock which communicates safety and stability. But then the golden arches stand for – well the golden arches; or is that an “M?” Perhaps the most important thing for a logo is to be distinctive and recognizable. Why? Well our brain tends to work on two levels. Sort like a camera. There is the automatic level, just point and shoot; and there is the fully manual level where we adjust[.....]
