Brand vs. Icon

Brand vs. Icon

It may be a market warrior’s dream to make the brand they develop for a company into an icon. Chanel, Coca-Cola, Nike, Michelin – all brand names that have become synonymous with their symbolism.  Brands that became more than commodity culture, they became pop...
Brand Fitness in Challenging Times

Brand Fitness in Challenging Times

Hold it. Maintain it. Sustain it. When an athlete is weary, run down or even a little discouraged… is it realistic for him or her to go and run a race, without much training in hopes of coming in first? No.   Likewise, it’s not very realistic to aim...
Brand Tactics: Time Stops for No One

Brand Tactics: Time Stops for No One

Brand Tactics need to be re-evaluated on an ongoing basis. To often, brand managers feel that once they have used a brand tactic, and it hasn’t worked, it will never work. That’s just not so.  As time marches on, it is increasingly important for brands to...