Put the Brand on the Balance Sheet

The idea of putting the corporate brand on the balance sheet is an audacious proposition. One that can revolutionize marketing, change the role of everyone responsible for the health of brands, and make the US more competitive in the world.

BP - Brand, Business and Culture Misalignment

Branding is all about creating alignment of your company’s business processes with its corporate culture. British Petroleum (BP) provides a case in point of a brand that got way out front of its business process and culture to produce tremendous exposure to risk.

The Limits of Loyalty - BP’s Oil Spill

By Robert Passikoff
BP has spent years positioning itself as a friend of the environment, an energy company that goes “beyond petroleum,” a company that pledged to find cleaner ways to produce fossil fuels.
They’re the company with the environmentally friendly green and yellow sunburst logo. That logo has stood along American highways as an avatar for [...]

Top 10 Brand and Marketing Trends for 2010

Niels Bohr once noted that “prediction is very difficult, especially about the future,” but then he didn’t have access to predictive loyalty metrics. Happily, Brand Keys does. And, as they measure the direction and velocity of consumer values 12 to 18 months in advance of the marketplace and consumer articulations of category needs and expectations, they identify future trends with uncanny accuracy.
Having examined these measures, we offer 10 trends for marketers for 2010 that will have direct consequences to the success - or failure - of next year’s branding and marketing efforts.

Real You: Are you engaging your Tweeps?

By Kaira Sturdivant Rouda    
     I have officially jumped on the Twitter bandwagon. As a newbie to Twitter, I have spent hours reading articles and reviewing how companies are using Twitter to build their brands and interact with their consumers. Through this process, I have picked up a few tips: 

Learn how to communicate. Yes, this [...]

Bankrupting the Brand - General Motors

By Robert Passikoff
Questions have been raised this week regarding a rescue package for General Motors. The choice seems to  be a government bailout or a bankruptcy sale. But not everyone thinks that a Chapter 11 filing would be a bad thing.
While painful for GM, it may be preferable to another government bailout, which might further [...]

Motorola Falls to Pieces

by Mike Megalli
Big news day for Motorola with the announcement by CEO Greg Brown that they would be splitting off the company’s mobile handset business. As we have covered before, this news in the latest in a series of shake-ups, mix-ups and screw-ups that have dropped the tech giant to a shaky 3rd in the [...]

Essential Signposts for Telling a Brand Story

by Dan Hill
A brand has to be more than just a guarantee because a guarantee is too rationally oriented-A brand transcends product, and creating an emotional aura around a brand must transcend it because a guarantee focuses on an often stated, explicit brand-product relationship. An emotional aura concerns the intuitive brand-consumer relationship. This split is [...]

Intel ’s Atom Launch

by Michael Megalli - Partner, Group 1066
Intel is the kind of client that branding consultants dream of. In addition to being the world’s largest manufacturer of semiconductors, Intel has run one of the most successful ingredient branding campaigns in history. Beginning in 1991, Intel has successfully stemmed the tides of commoditization with a simple sticker [...]