Browsing Category
Branding
Building strong brands and brand personalities
First-time Scents are Memorable
We know that smells can evoke memories - think Proust's madeleine - but new research shows that first-time scents seem to merit a unique status in our brains. The researchers used fMRI imaging to judge how well people paired scents and…
Better Branding: Hire Passionate People
I've been reading Passion Brands: Why Some Brands Are Just Gotta Have, Drive All Night For, and Tell All Your Friends About by Kate Newlin, and am enjoying her analysis of what makes a "passion brand." Passion brands are those with…
College Branding: What if Harvard Moved Next Door?
Why do most college branding efforts end up as meaningless pablum? I think it's because most colleges have been relatively insulated from the effects of devastating competition. In fact, historically there have been major barriers to…
Scent Marketing vs. Social Media
The other day, Ad Age's CMO Strategy Section ran a column by Harald Vogt on scent marketing. Vogt may not be entirely impartial on the topic - he is the founder and chief marketer of the Scent Marketing Institute - but he makes some good…
Sacrifice for Brand Success
In developing a brand, it's tempting to appeal to as many people as possible. We all want to be liked, and all too often organizations tread lightly with their branding message to avoid impairing their appeal to specific groups of…
Just Say NO to Bland College Branding
I've been reading the recently released second edition of Differentiate or Die by Jack Trout, and there are some powerful (and timeless) messages there for all brands. Although the entire book is geared toward commercial brand…
Differentiate or Die
Book Review: Differentiate or Die by Jack Trout (Second Edition)
If someone asked you what set your product or brand apart from the competition, would you answer "quality" or "customer orientation?" If your answer is "yes," you might be in…
Digital Forces Brand Authenticity
I've begun reading BrandDigital: Simple ways top brands succeed in the digital world by Allen P. Adamson, and found myself wholeheartedly agreeing with Adamson on the need for brand authenticity. In College Branding: Rooted in Reality, I…
Scarcity In Action
In a reply to my post, The Scarcity Effect, Neuromarketing reader Keith Monaghan pointed out how one bourbon marketing effort is employing scarcity to build its brand.
College Branding and Banner Ads
Banner ads may be the most common method of reaching consumers on the Web, but they don't get much respect. Web marketers talk about "banner blindness," implying that users become so used to the presence of these ads that they no longer…
