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When to hire a celebrity for endorsement?
Celebrity endorsement is one of the most popular brand building tools. However, more often than not, it does not deliver the desired results. Why some endorsements work and some don’t? Today, I will...
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LeBron James: Really a villain brand?
A lot has been written and said about LeBron James and his famous decision to sign with the Miami Heat. So why address this topic now? Hasn’t everything been said about “the decision?” My answer is...
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What’s in a name?
I love working with a brand named after its founder because they make my life much easy. The majority of brands still communicate merely what they’ve got (their products, their services, or their...
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Alcohol and Starbucks… Success or failure?
I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and...
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You and me: The Brand Relationship Theory
I love “the Office”. In one of my favourite episodes, Michael Scott got herpes and wants to know who gave him the disease. He starts working backwards through his partners, chronologically. Michael...
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Brand Jordan
NBA lockout is about to end. The hot topic of discussion is what’s the damage to Brand Jordan? Michael Jordan is arguably the greatest basketball player of all times. But his skills and will are not...
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Are you asking the right questions?
Have you ever left a meeting questioning why you were summoned? What was the goal? What did you try to achieve? Well, I have been to too many meetings where I felt we wasted valuable time and effort....
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Archetypes or stereotypes?
Recently, I’ve learned that 86% of place branding projects fail. While the research does not explain why, I am willing to bet that one of the major causes of failure is “thinking stereotypically...
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How to brand a destination?
Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this frightening stat?:...
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Symbolic Meaning of Numbers
Are you considering to use numbers as a part of your brand? Then, you may want to learn about the symbolic meaning of numbers! For instance, why do you think 7 is the world’s most popular number? Or...
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Your brand needs tension
When Stephen Hawking was asked, how he has sold more books on physics than Madonna has on sex, he famously said, “Someone told me that each equation I included in the book would halve the sales!” So,...
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How to differentiate your brand? Part 3
Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits....
View ArticleHow funny your brand should be?
Back then I was collaborating with a renowned agency on a re-branding project. Upon completion of nation-wide research, we started working on brand personality, one of the building blocks of brand...
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