In every brand book or brand program there is usually the example of Volvo, the brand that has positioned itself in the car category synonymously with the word “safety”. Unfortunately, unless Volvo changes its current course this good example will turn in an example how to destroy a unique brand position. Let me explain… About [...]
Brand perception
Mozy was in many ways an example of brand building. First there is a reliable service that simply works. Second there is plenty of good PR (Mossberg, trends) and word of mouth. Then when the backup category got established the TV spots came to defend the position of the brand. I got referred to Mozy [...]
Walking by the Hugo Boss Store in the Friedrichstrasse, Berlin I noticed a very interesting window display: What is this all about? Is Hugo Boss company trying to: Tell me the Hugo Boss brand benefits/ brand promise? Should wearing Hugo Boss make me feel sophisticated, elegant/modern? Reflect characteristics of their target audience? Inform me about [...]
John Mackey CEO of Whole Foods writing for The Wall Street Journal: While we clearly need health care reform, the last thing our country needs is a massive new health care entitlement that will create hundreds of billions of dollars of new unfunded deficits and moves us much closer to a complete governmental takeover of [...]
