Tag: branding strategy

Advertising Taglines from Heaven (or Hell)

November 30, 2010 • Blog • 1 comment

Do you consider this a good slogan?

In the world of branding and advertising, developing a catchy slogan or tagline is probably considered the Holy Grail of the craft. They can be found in practically anything and everything, from shampoo to milk powder, movies to museums, cities to churches, and cars to condos to credit cards.

Almost any organisation or institution worth its corporate salt would purvey these one or two liners, in the hope of raising mindshare, deepening heartshare, improving top-of-mind recall, and of course growing brand equity.

September 6, 2010 • Social Influence • 1 comment

Zoe Tay and Imedeen – Positive Partnership or Fabulous Failure? (source)

Lights (tweet), Cameras (Facebook update), Action (blog post)!

One of the fastest growing phenomenon on social media channels, celebrities are flocking to these online channels to expand their reach to their increasingly social media savvy fans.

How Coca-Cola Markets Holistically

May 2, 2010 • Content Marketing • 2 comments

Coke Pavillion at Shanghai World Expo (Courtesy of Coca-Cola China)

Have you wondered how Coca-Cola became the world’s leading brand?

Well, thanks to Coca-Cola, I’m about to find out.

I’ve been selected by Coca-Cola to be one of two bloggers (the other is Alvinology) to fly to Shanghai for the World Expo to cover the launch of its pavillion, explore its new Global Innovation and Technology Center (GITC), and attend events such as its Founder’s Day ceremony and an Expo Celebration Concert.

How The World’s Top Companies Create Movements

April 22, 2010 • Content Marketing • 1 comment

Courtesy of Stock Snap

If you want to succeed beyond your wildest dream as an entrepreneur (or an intrapreneur), don’t just create products or services.

Instead, start a movement. Or better yet, create a cult of brand believers.

Online Buzz and Omnipotent Brands

March 12, 2010 • Blog • no comments

Disney’s one of the top dogs both online and offline – it is 10th on Interbrand’s list and 3rd online (courtesy of Jeff Bullas)

An interesting social media monitoring report by Jeff Bullas highlighted the buzz which major brands generated online relative to their overall brand equity as measured by Interbrand. What’s noteworthy is that the most prominent brands in the digital social spaces – at least as measured by Jeff over the last 12 hours – is fairly comparable to those offline. The top 10 brands on Interbrand’s list, which are assessed by a robust mix of different factors linked to market value, financial earnings, and others, are measured vis-a-vis their online might.

Other than Google which appears to be a pure internet play, the rest of the companies have very significant brick and mortar presences.

The Painful Truth About Branding

March 2, 2010 • Blog • 1 comment

Courtesy of America’s Story from America’s Library (CREDIT: Fleischhauer, Carl, photographer. “Branding Iron [35mm slide].” Date Recorded 79/10. Buckaroos in Paradise: Ranching Culture in Northern Nevada, 1945-1982, Library of Congress.)

It is interesting to note that even after so many decades, marketing professionals and senior executives alike still think that a brand belongs to either of the following:

A) A huge ego exercise

Anatomy of a Brand

January 14, 2010 • Content Marketing • 1 comment

Are these brands or logos? (Courtesy of search-this.com)

What is a brand? How does one understand the art and science of branding in the digital driven age?

First, a brand is not a logo. Certainly, logos represent one dimension in the embodiment of corporate or product brands. However, they are just a visual representation and a signpost rather than the true meaning of the brand itself.