Category Archives: Newsletter

Branding non-profit organizations can be a difficult task for some marketers because there is rarely a large advertising budget and the marketing sophistication of the staff is often limited. Girls for a Change (GFC) is a non-profit organization based in …
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In February 2007, I wrote a newsletter/blog entitled “Full to Empty: The Jet Blue Brand” on the airline’s fall from grace, but I predicted that strong brand loyalty and excellent crisis response would buy them a second chance. Not only …
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Think of brand equity as the water level in a glass. Some brands are full, some are half-full and some are empty. Some brands have negative equity—these are the brands that have broken their brand promise to their customers. When …
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A good way to decrease business in a hurry is to change the name of your company and not tell your customers. Niebaum-Coppola Café in Palo Alto had a brand name with a star pedigree. It was founded and owned …
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Who says high-tech products don’t evoke the same emotional response as traditional consumer brands? I love my Blackberry. It wakes me up in the morning with a few gentle beeps, let’s me quickly peruse my morning e-mails in bed, reminds …
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The CEO of a small start-up company in an emerging technology told me at a Silicon Valley industry event that she didn’t think she had to think about branding her company because “brand is something for big companies.” That is …
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“Branding is a little like the old line about pornography—hard to define but you’ll know it when you see it.” Did this grab your attention? I thought so. This was Steve Bengston’s intro to my 12-minute interview on “Demystifying Brand” …
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