Archives posted in: Marketing
Millward Brown’s brand valuation analyses provide strong evidence of the importance of branding for business leaders. Brand is about reputation. A brand generates trust for a company, for its products, and for its services. The brands mentioned in the BrandZ top 100 list are the world’s most trusted.
More Donald Trump, marketer of the year? Not by a long shot. For a good marketer also delivers on the brand promise. That looks unlikely—and possibly down right malignant. So instead, we have designated him “False Marketer of the Year.”
More I suspect Mr. Woodman believed that the GoPro could become the hot item for the holiday season. But $400 seemed a bit high for the average consumer. Why not drop it? If the price was lower, then more people may buy it, and GoPro may become a consumer product giant. Perhaps it could join the leagues of Apple, Cannon, and Sony?
More After so many derogatory remarks, the release of the hidden video tape and most importantly the opportunity of the election of the first American woman as President, why did so many women abandon Clinton in favor of Trump?
More As for his real estate properties, my advice would be to divest himself of all his upscale properties. The cash infusion this would generate would encourage Trump to develop a large chain of medium-priced hotels in smaller markets. They would cater to the Trump voting bloc, and could also be very profitable.
More From the Mountain Dew ‘Puppy Baby Monkey’ to Allstate Insurance and their beat up actor personifying a claim, right down to the Budweiser Frogs, the cast of characters making up a pseudo hall of fame for niche commercial campaigns could be growing at a rate that exceeds that of their intended revenue.
More We’re visual creatures, too. Whereas programs like iTunes and Spotify will display album art, it’s not the same experience as standing before a rack of albums. Similarly with books, despite all of the advantages of e-readers, they have not captured the experience of examining a wall of books. Digital is great, but, unsurprisingly, there are features of the physical world that still have a certain primacy for, well, physical beings:
More “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”
More Politico writes: “But as Trump the candidate has ascended, hitting the top of the polls and staying there thanks to a series of controversial statements and a groundswell of Republican populist support, the opposite has happened to Trump the brand.”
More That structural problem is the “deep divide” between manufacturers and dealers. While manufacturers spend millions of dollars on image advertising to promote the brands, the dealers care little about the long-term brand value and instead put their emphasis on the transaction.
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