Branding

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Charitable observations

Knocking a not-for-profit is like saying that you don’t like mom and you detest apple pie.
However, since tough love can benefit the slamee in the end, I’m going to proceed today, with the hope that there will be some lessons learned and, as a result, more donations raised in future.

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Roche Macaulay becomes Lowe Roche

Toronto-based Roche Macaulay & Partners is the latest agency to change its name to emphasize the global network it belongs to, following similar moves by TBWAChiatDay, Bryant Fulton & Shee and Vickers & Benson Arnold last month.

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Brand Canada: A dangerous notion?

I used to find the notion of nation-branding repugnant. I have now come to the conclusion that, for trade and investment purposes, there is tremendous value in developing a ‘national’ brand. But in the realm of political or cultural activity, branding can be a dangerous oversimplification.

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Kalashnikov: From assault rifles to…snowboards?

Kalashnikov assault rifle extends its brand to items like umbrellas, watches and aftershave.

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MuchMoreWhatNext?

The Much machine spins out its latest offering — MuchMoreRetro.

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Extending Avril

Avril Lavigne is everywhere but from a marketer’s point of view, she’s something of an anti-brand.

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The triumph of ‘reality’

Classic examples of brand promises include Volvo’s safety, Nike’s performance and Disney’s magic. Today, we’re also dominated by another set of promises: intrigue, drama, survival, and seduction – all delivered in the form of reality-based television programs.

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Commemorating the brand

There are lots of brands with historical value, but can a brand museum offer an educational experience?

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Building an SUV society

The sport utility vehicle (SUV) category is the victim of its own success in that it has become jam-packed with new models – so much so that it is tricky for each automaker to stand out in all the traffic.

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How would you get the Golden Arches to shine again?

As a ‘who’da thunk it’ moment in marketing history, it was a doozy. After 47 years of enticing most of the munchers on Planet Earth to chow down under the Golden Arches, mighty McDonald’s humbly posted its first-ever quarterly losses on Jan. 23.

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No more brand personality – we’re at the molecular level

Brands are often compared to people. It is a convenient mental model for understanding how they behave, and one of the oldest tools in the consultant’s kit bag for articulating key attributes. You’ve heard it a million times: ‘If this brand were a person….’

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Who owns your brand?

Time was when branding was simple. You would establish the attributes and the value proposition of your brand; dress it up to communicate those elements and take an educated guess as to who might buy into your promise. Then you’d send the whole works out into the cold, cruel world to find new friends. And, of course, bring back the cash.

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HP’s insane premise doesn’t just brand, it sells

It’s funny about branding. I mean how a word that until rather recently stood for using a hot metal tool to place a burn-mark on the hide of some livestock to identify ‘em as belonging to you or me got to be a big-time marketing buzzword in the late ’90s.
A brand is basically a label, right? And taken literally, every proper noun is a kind of a brand. Switzerland is a brand. (So is Iraq!) The New York Giants is a brand. Madonna is a brand. You are a brand, buddy, so shape up!

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Good corporate citizenship is good for the brand

In these days of corporate penitence and punishment, as blue serge is replaced by grey sackcloth, and the music in Bay Street’s high-speed elevators takes on a monastic tone befitting the spartan conditions of an unrelenting bear market, it’s tough to get excited about where to look for brand value.

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Everything old…

There used to be a time when a girl could go to the drugstore, and there was only one shampoo she would think of buying – it had that unmistakable fragrance, and if she used it, she would be known as a Breck Girl. Go into a drugstore now, and you’ll see hundreds of different shampoo brands lining the shelves, all promising to make your hair bouncy one moment and smooth as silk the next. Soon, Breck may re-join the shampoo queue in Canada.