branding

Insights

BLOG

Gillette's Biggest Mistake — And How To Fix It

Jim Nail 5 days ago
This video gives a 2-minute summary of the biggest mistake Gillette has made with the “We Believe” campaign and what the brand can do now to fix it. If you want more comprehensive guidance on how to manage a crisis, read the report I wrote with my colleague, Emily Collins: “Brands Forget The Rules of Modern Marketing When Crisis […]
Read More
BLOG

Gillette’s Path Forward With "We Believe”: Own The Controversy

Jim Nail 6 days ago
In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […]
Read More
BLOG

Gillette’s Close Shave: Its Latest Ad Is A Masterful Emotional Play Let Down By Its Execution

Anjali Lai 7 days ago
Brands are jumping into the messy arena of polarizing issues with greater fervor — and Gillette just raised the stakes. After 30 years of sitting on the sidelines, Gillette is passing its razor like a baton, with an overture that overtly calls masculinity into question. Within 72 hours of launch, Gillette’s “We Believe” TV spot skyrocketed […]
Read More
BLOG

This I Tell You, Brother; You Can't Have One Without The Other: Brand And CX Together At Long Last

Dipanjan Chatterjee October 24, 2018
“Love and marriage, love and marriage They go together like a horse and carriage This I tell you, brother You can’t have one without the other” – Frank Sinatra The New Yorker once wrote of Sinatra that “he sounds the way you would sound if you could speak the things you feel.” In my line […]
Read More
BLOG

Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018
Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]
Read More
BLOG

Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018
Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]
Read More
BLOG

All Brands Need A Full-Fledged Digital Commerce Strategy

Michelle Beeson May 17, 2018
The internet has enabled brands to sell more of their products to an ever-expanding universe of shoppers, but digital distribution has also added complexity to the relationship between brands and retailers and other channel partners. All brands need to set parameters around the digital sales of their goods, regardless of the type of brand or […]
Read More
BLOG

What The Cambridge Analytica/Facebook Drama Tells Us About Brand Safety Today

Brigitte Majewski May 3, 2018
We didn’t think the Cambridge Analytica story could get any darker, but clearly it has. Yesterday, The New York Times reported that Cambridge Analytica filed for bankruptcy, with clients fleeing the firm after improper data harvesting and suspect targeting practices for election manipulation were revealed. The article disclosed that Cambridge Analytica had been planning to […]
Read More
BLOG

TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine

Joanna O'Connell May 3, 2018
I have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos, CMO of TD Ameritrade, who talked us through what it means — and why it’s so critical — to be an accountable CMO. Here’s a bit […]
Read More
BLOG

Facebook Fumbles Its Own Brand Crisis

Brigitte Majewski April 19, 2018
Mark Zuckerberg’s testimony before the U.S. Senate didn’t sway us from our previously posted perspective, at least in terms of what Facebook’s fiasco means for marketers.  If you are looking for more catastrophizing around the near-term death of social marketing, you’ve come to the wrong blog post. What did catch our attention: how poorly the […]
Read More
BLOG

Apple's Brand Playbook Unlocked

Dipanjan Chatterjee April 9, 2018
Do you want to be like Apple? In 2010, Apple ranked as the 17th most valuable brand in the world. Just three years later, it had garnered the top spot and has remained there. Since 2010, Apple’s brand value has increased at a compound annual growth rate of 36%, while the entire “brandscape” has grown […]
Read More
BLOG

Amazon Flirts With Banks And Their Customers: Here’s What You Should Do

Peter Wannemacher April 3, 2018
Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor . . . Okay, that’s not exactly what’s happening here, but it sure felt like that to many bank executives who heard the […]
Read More
BLOG

Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Dipanjan Chatterjee March 19, 2018
WHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?   I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. They spoke for three hours about being customer-obsessed. They never spoke about the customer. That’s the old way of marketing. As a profession, we’ve talked the talk about customer […]
Read More
BLOG

The Data Digest: Your Brand Is A Social Icon

Anjali Lai February 9, 2018
I’ve just returned from a trip through India where I had the opportunity to experience the Taj Mahal Palace Hotel in Mumbai. One of the most gripping aspects, even beyond the impressive design and meticulous customer service, is the property’s history: The story of how one man’s personal endeavor yielded a global brand that’s iconic […]
Read More
BLOG

Dead Brands And Living Brands

Ryan Skinner January 30, 2018
MIT Media Labs may have helped put a fork in the monolithic approach to branding in 2011. Today great brands are less recognizable by a particular color palette than by a tonal, or spiritual, or conceptual ‘je ne sais quoi’ that breathes through everything it does. You know it’s Patagonia without seeing the logo. Or […]
Read More
BLOG

The Power Of Our Brand Energy Framework, Now In Your Hands

Dipanjan Chatterjee December 4, 2017
A FOND FAREWELL TO BRAND MANAGEMENT (AS WE KNEW IT) It is apparent to marketers who’ve chosen to look with a critical eye that the old-school, text book, command-and-control branding is headed the way of the dodo bird. The idea of managers controlling brand is not just quaintly archaic, it is thoroughly ineffective. In the Age […]
Read More
BLOG

Three Emotional Territories That Winning Brands Get Right

Dipanjan Chatterjee November 6, 2017
Sell, Sell, Sell? Up-selling and cross-selling are extremely popular activities to boost profit margins. In my many years of consulting with financial services organizations, I have seen various shades of getting customers to buy up and buy into an assortment of product lines because a multi-product customer is vastly more profitable than one who subscribes […]
Read More
BLOG

Everything you wanted to know about SAP Leonardo but were afraid to ask

Boris Evelson November 3, 2017
Large enterprise software vendors seem to be enamoured with using the names of historical figures or literary characters as brand names. Unfortunately, this is really confusing for the buyers, since the vendors apply these branding names differently. For example (in an increasing order of branding approach complexity): OpenText Magellan is a collection of business intelligence […]
Read More
BLOG

A Lesson from the Bruce Springsteen/Richard Thaler School of Marketing

Jim Nail October 31, 2017
What do consumers, Bruce Springsteen, and a Nobel Prize laureate have in common? They all understand the concept of fairness. And they understand that consumers reward and punish companies based on perceived fairness. Nobel Prize winner Richard Thaler found that if a company raises prices or cuts wages for the sole purpose of better profit […]
Read More
BLOG

Emotion and the B2B brand experience

Dipanjan Chatterjee October 10, 2017
If I asked you for a list brands that might air a commercial during the Super Bowl, you’d probably include a brand like Pepsi, perhaps a Tom Brady-endorsed Foot Locker, or yet another mega consumer brand. Turns out that during the 2017 sporting event, B2B brands produced some of the most-talked-about commercials. Tom Brady put […]
Read More