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These articles illustrate fundamental principles
of brand management, the keys to success for any brand, large
or small.
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Innocent
Drinks: Divine branding
Innocent Drinks are based on a conventional and often-used
idea: a pure and natural product. Yet they deliver this with
such charm that they have managed to build a premium-priced
and rapidly growing business in the UK and Europe.
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Ben & Jerry's: Tasting good, doing
good
When Ben Cohen and Jerry Greenfield founded their ice-cream
company in 1978, they weren't just interested in producing
excellent ice-cream.
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Subway: Anyway
At SUBWAY sandwich shops around the world, the 'submarine'
style sandwiches come hot or cold, and with an almost infinite
combination of breads, fillings and sauces.
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Volvo: How
strong brands evolve
Strong brands evolve over time. When properly managed this
evolution ensures that the brand remains distinctive and motivating
to all stakeholders. Take a look at how Volvo have achieved
this.
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Communicating
brand value
Need to convince skeptical colleagues (or clients) of the
value of brands? This article might just help you structure
a persuasive presentation.
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Banyan Tree: Unlocking the creativity
of staff to deliver the brand
Banyan Tree hotels and resorts have won numerous accolades
and awards. Find out how staff create the guest experience,
and the strategies that have helped achieve this.
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The extended product model
At the heart of every strong brand is a product that supports
the brand experience. Use this model to help understand your
product and the opportunities for building your brand.
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Strong brand portfolios are designed around
the customers' approach to purchasing
Take a look at how two leading companies design their brand
portfolios to reflect their customers' approaches to purchasing.
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Seven applications of brand valuation
Brand valuation techniques originally developed in response
to mergers and acquisitions activity. Since then other applications
have developed into important strategic management techniques.…
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Protecting your intellectual property:
Two tales
Protecting your intellectual property is a vital part of creating
brand value. Did you know that in certain markets it is possible
to register a single, solid color as a trademark? Not just
colors, but also shapes, scents and sounds have official trademark
status…
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FCUK Fashion: A shocking success
There are so many different ways to tell this story. Should
we undertake an intellectual analysis of a brand's rejuvenation?
Or tell a different tale, of a brand labeled as 'tasteless
and obnoxious' by a British judge? Either way, it's certainly
a shocking success…
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Job ads matter too
You probably don't pay too much attention to your company's
job ads. They're nothing to do with marketing, right? Well,
we're sorry to add to your workload, but job ads matter too…
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A Johari Window into your brand
Regular readers of this site will know that I am not too
keen on academic models. However, this Johari Window is a
thought-provoking way of exploring your brand challenges…
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Airbus: Reaching out to purchase-influencers
Airbus has reached out beyond its immediate customers to build
its brand with a broader audience, through print and TV advertising.
Find out why this makes sense…
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Avis: We Try Harder. A classic case
of 'repositioning' the market leader
The Avis 'We Try Harder' campaign is a classic case of a challenger
brand repositioning the market leader. Here we look at the
advertising, and the lessons to be learnt from this case.
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The Mercedes logo
The origins of the Mercedes logo are rooted in the history
of the company's founders, the Daimler family. The story goes
right back to the 1800s, with the 'Star' going through a number
of changes before emerging into the logo we know today.
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The 7S McKinsey model
Most of us grew up learning about 'the 4Ps' of the marketing
mix: product, price, place, promotion. And this model still
works when the focus is on product marketing. However, to
better represent the challenges of service marketing, McKinsey
developed a new framework for analyzing and improving organizational
effectiveness, the 7S model.
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Morton Salt: It's never just about price
It is too easy just to give up and say 'price is the only
thing that matters to our customers, there's no reason to
think about branding'. You may believe that you work in a
commodity market, but it's never just about price. Learn a
lesson from Morton Salt ...
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The Centurion Card:
For the best of American Express customers
American Express developed the black 'Centurion Card'
for its very best customers. It is so exclusive that you won't
even find details of it on the American Express website. It's
available by 'invitation only' and reputedly requires card
spending of US$5,000 per month. Take a look...
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Brand valuation: The seven components
of brand strength
Hiring an expert in brand valuation is an expensive business,
probably too expensive unless you are a big brand with a special
need. However, it doesn't cost anything to look at a brand
valuation model and reflect on the implications for your brand.
Take a look...
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The HOG: More useful than you might
imagine
Did you know the HOG is a source of customer information?
Finding ways of getting close to and understanding your customers
is essential to successful brand management, and here we show
you a great example.
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Cost-effective promotions can build
the brand too
This international news and current affairs publication
has been running the same campaign for well over 10 years
and it remains a cost-effective, business-building and brand-building
promotion.
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The New Coke fiasco: Market research
lessons to be learnt
You are probably already aware of the 'New Coke' fiasco
- one of the biggest-ever brand management blunders. But do
you know why it happened, how their market research failed
and the lessons to be learnt?
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The Pret A Manger brand
You may already know the Pret A Manger brand. If not,
keep a look out. The brand is growing fast, and is a great
case of how to achieve success without conventional advertising.
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The BMW logo
You probably know the BMW brand, but do you know the origins
of the logo? Find out here and find out the implications for
how you manage your brand.
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The Kodak name
You probably know that the Kodak name was created by George
Eastman, the founder of the Kodak photography business, and
that it was the success of the original Kodak camera that
laid the foundations for Eastman to build his business empire.
But can you recall why Kodak is still one of the best 'made-up'
brand names? Find out from George Eastman himself.
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The IPA series of AdValue downloads
Did you know that there is a great set of FREE papers
on advertising available from the IPA site? The IPA (the Institute
of Practitioners in Advertising) is the industry body and
professional institute for the UK's thriving advertising and
marketing communications business. Its site contains some
great resources…
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Companies can live forever
Did you know that companies can live forever? With major company
collapses so often in the news, it is easy to forget that
some companies have been around since we were young. Find
out what makes the difference, and how some of the oldest
companies have lived for hundreds of years.
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The Microsoft brand
Do you know the value of the Microsoft brand, according to
the Interbrand survey of brand value? Find out here, and find
out why we disagree.
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How To Build Your Total Brand
All these ' Did You Know?' articles provide useful illustrations
and anecdotes, to help you better understand brand management.
If you want to start applying the same principles to your
own brand, as part of a structured brand management process,
you need our brand management Manual.
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DID
YOU KNOW? 
