Political Ideology and Brands
It is very interesting to note that according to the Cooke Political report, the Trump 2016 win was actually predicted by density of Cracker Barrel Old Country Store (#nostalgia based branding ethos) vs. Whole Foods Market (#organic based branding ethos) in the geography. This points to the key idea that political ideologies can align with brands. […]
Creating a Brand with Values in your business Model
Consumers can now easily find out about what your brand, product, or service is up to by quickly researching the kinds of outside charities and activities that it supports. Because search costs are close to zero, this puts pressure on brands to make sure that they are doing things consistent with what they claim they […]
When Brands Take Stands
If someone buys a product because they believe it represents their values, a rival company can’t woo them away simply by creating a better product—they need to change who that person is, which is much harder to do, he said. And those kinds of long-term benefits often outweigh the risks of taking on a divisive […]
When their Why becomes your Who
I study #IdentityLoyalty, when a product, brand, service, organization or even person becomes a self-expressive part of how a consumer sees herself or want to see herself. It happens when the perceived values of the brand align with the consumer. This is a great conversation with Larry Mantle KPCC and the “AirTalk with Larry Mantle Show” where […]
The Era of 2-way Messaging between Brands and Consumers
The old days of “if we build it they will come” are dead. Broadcast (television, radio, billboards, etc.) was a bull horn that shot the message out to consumers. And they either believed you, or not! Great conversation with @CharlesTrevail of interbrand https://www.interbrand.com/ We discuss how companies co-create their brands with their consumers; a two way communication […]
People Drink the Brand
Coca-Cola continues to be a strong global brand and #Brand Valuation is an important topic in Marketing. In this post (from Facebook) https://www.facebook.com/Dr.AmericusReedII/videos/1297184870463018/ I discuss how and why Interbrand places Coca-Cola as its 2019 #6 most valued brand (only McDonald’s is the other “food/beverage” company in the top 20 (Pepsi is #24)): Great conversation with Daniel Binns, […]
