The Brand Infamous advertising guru David Ogilvy originally defined a brand as “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” Ogilvy always had a way with words… Continue Reading
As the world becomes smaller and smaller from digitization and globalization, many brands are becoming bigger and bigger. There was a time when big was a disadvantage with too many layers of bureaucracy, creating a lack of agility, innovation, and… Continue Reading
I just finished shopping in a typical large urban shopping mall. With over 360 stores, I was sure I could find a simple pair of black active-wear shoes, your basic laced up runners. I was on a mission. The first… Continue Reading
The most wonderful time for brands ‘Tis the season for corporate/retail brands to perpetuate the Christmas brand. No other holiday is embraced more by brands than Christmas. According to Pew Research, consumers’ least favorite part of Christmas is commercialism and… Continue Reading
Do you remember the cool kids in school? They always made witty comments with perfect timing. They always had the right clothes and the right look. Cook kids seemed years ahead of us! We envied them and tried to be… Continue Reading