Pay, Pray, or Play: How to Win at Building Brand Love

What is that indefinable brand quality every company wants to achieve in the minds of their customers? Advertising agency Saatchi & Saatchi calls it “loyalty that goes beyond reason,” or, more simply, “love.” This level of devotion may even have physiological implications. In 2011, the BBC program Secrets of Superbrands worked with a team of…

The Soul in the New Machine? Try Delight

What is the nature of delight? A principle of pleasure. Perhaps a sense of mystery unfurled. A tinge of magic. Consider this: today your vehicle alerts you when the oil needs to be changed, the tires are low, or it needs service. But in tomorrow’s world, the onboard computer sends an alert to the dealer…

Using the Brand Life Cycle Model to Manage Brands Strategically

A robust brand strategy necessitates taking a pan-company perspective to understand the organization's competencies and core values, identify new opportunities and leverage the advantage of corporate culture to deliver the brand promise. A brand strategy needs to align with the company’s strategy and the brand. Companies such as Zappos, Method and Virgin are some of…

How Chocolatiers can teach your brand Diversification

Belgium - a country characterized by its cornucopia of craft beers, fluffy golden waffles, mayo-ified frites, and delectable chocolatey treats. On a recent trip to the country I intended to fully indulge in and bask in this national flavor. Of course, I also swore to bring back some souvenirs, in the form of chocolate. LOTS…

Is Your Brand the Problem? Think Again.

When companies struggle to launch innovative new products, find growth or – most importantly – improve business performance, they often blame the brand. It’s either a lack of customer engagement, or not having enough brand awareness and customer activation. However, that is not always true. I recently spent time with a group of mid-level executives…

Young Divorce & the Self as Brand

Recently, a New York City production company put out a casting call for a television project entitled “Chapter 2”, asking, “Are you already looking for husband 2, 3, 4?” A new reality series “from the executive producers of Bravo’s ‘Pregnant in Heels’ and Oxygen’s ‘I’m Having Their Baby,’” Chapter 2 will follow “5 young and…

A Brief History of Graphic Design

It’s been said that art history is simply a succession of styles. Can the same, then, be said about graphic design history? Anyone familiar with art and/or graphic design history would probably bristle at the suggestion that their meaning and significance can be reduced to something as superficial as a ‘style’. And yet, if you…

Microsoft Moves Forward

YOU GOTTA HIT BOTTOM... Microsoft is a huge and notoriously complicated company. It’s everywhere, and it partners with virtually every major corporation in the world, in one way or another. Powered by a team of about 100,000 employees, it enjoys pillow parties with more than $50 billion in the bank. For breakfast, it buys companies…