Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.



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Ahead of ‘BFG’ Movie, Playful Brand Identity Rolls Out for Roald Dahl’s Beloved Tales

by Davis Brand Capital on December 16, 2015 in design

The Roald Dahl Literary Estate is rolling out a new global brand identity for all properties associated with…

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Why Collaboration Leads to Higher-Impact Innovations

by Davis Brand Capital on December 4, 2015 in strategic

Collaboration is a topic that generates quite a bit of positive discussion in the innovation world. In fact,…

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Words to Avoid in Your Brand Promise

by Davis Brand Capital on October 15, 2015 in strategic

The words in your brand promise can be the most important words for any company. They establish your purpose, communicate…

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Is Gap A Dead Brand?

by Davis Brand Capital on August 31, 2015 in economic

The Gap once again reported a drop in second quarter 2015 sales – a sign that their customer…

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Beyoncé’s Brand Halo: What Brands Can Learn From the Quiet Queen B

by Davis Brand Capital on August 25, 2015 in cultural

With an estimated net worth of $450 million and a fiercely loyal fan-base (the “Beyhive”) who will notoriously…

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Brand vs. Agency – Managing Digital Experience and the Age of Digital Enablement

by Davis Brand Capital on April 10, 2015 in strategic

According to Corinne Sklar, CMO at Bluewolf, “In the modern, connected world, nearly every company is working towards a…

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How to Successfully Rebrand in 5 Easy Steps

by Davis Brand Capital on March 24, 2015 in design

Over the past several months, I have been involved in a small task force to rebrand New York…

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Overcoming Unwanted Brand Associations

by Davis Brand Capital on March 11, 2015 in cultural

When the concept of near field communication payment, or NFC mobile payment platforms, as they are known, became…

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How an Ordinary Coat Lining Became Fashion’s Most Stylish Scarf

by Davis Brand Capital on February 24, 2015 in cultural

As the story goes, the invention of fashion’s nattiest scarf was a complete accident. In 1967, the manager…

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Focus on Brand Building

by Davis Brand Capital on February 10, 2015 in strategic

The entire marketing eco-system is in danger of losing sight of its raison d’etre – building brands –…

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GM’s Barra Faces Roadblocks in Rebuilding Cadillac Brand

by Davis Brand Capital on February 10, 2015 in strategic

General Motors Co Chief Executive Mary Barra’s strategy of rebuilding the Cadillac brand has run into twin roadblocks:…

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Outdoor-Apparel Brand Merrell Uses Virtual Reality to Refresh Brand

by Davis Brand Capital on February 6, 2015 in design

Outdoor-apparel brand Merrell is using virtual reality to get back to its outdoor roots and re-engage with its…

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8 Keys To Transforming Brand Culture

by Davis Brand Capital on February 6, 2015 in cultural

If you need to shift your culture from where it is to a different viewpoint and value set,…

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This Is the NFL Brand’s Real Problem

by Davis Brand Capital on February 4, 2015 in strategic

The NFL brand’s real problem can be easily summed by two ads. During Super Bowl XLIX, the NFL…

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A Simple Way to Measure How Much Customers Love Your Brand

by Davis Brand Capital on February 4, 2015 in cultural

How do you measure love? Beyond the supermarket magazine or social media “quiz” that we’ve probably all taken,…

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The Differences Between Brand And Reputation

by Davis Brand Capital on February 3, 2015 in strategic

Brand and reputation are tightly linked but not synonyms. I raise this because I seem to be having…

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Guardian Hires Mindshare Exec to Lead Branded Content Division in U.S.

by Davis Brand Capital on January 30, 2015 in strategic

Guardian News and Media, the U.K.-based newspaper that’s pushing hard into the North American digital market, has hired…

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McDonald’s Chief Executive Don Thompson Departs

by Davis Brand Capital on January 29, 2015 in cultural

McDonald’s top executive Don Thompson is out at McDonald’s. Mr. Thompson will leave his post effective March 1…

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Snapchat Launches Discover, a New Media Channel for Brand Advertising

by Davis Brand Capital on January 28, 2015 in strategic

Self-destructing messenger Snapchat is launching Discover today, a new tab within its mobile app that will give users…

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Lyft Overhauls its Brand to Become the Next Virgin America

by Davis Brand Capital on January 27, 2015 in strategic

If you were to ask people on the street which companies come to mind when you say “Lyft,”…

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Creating Compound Names Like Instagram, Snapchat & Airport

by Davis Brand Capital on January 20, 2015 in strategic

Instagram and Snapchat are identical constructions. Each simply substitutes new words from an accepted utility name: Instant Message.…

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6 Ways To Finding Your Brand’s Next Strengths

by Davis Brand Capital on January 20, 2015 in strategic

How do brands keep improving? If you’re already a market leader, where should you expend your energies to…

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The Weird Science of Naming New Products

by Davis Brand Capital on January 16, 2015 in strategic

The announcement came in November with two names attached: one famous, one not, or at least not yet.…

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Brands’ Next Big Celebrity Deals May Be With Social Media Stars

by Davis Brand Capital on January 12, 2015 in design

Marketers have long been paying social media stars to crank out branded photos, videos and tweets, and now,…

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Adidas Launches Star-Studded Brand Push for Originals Line

by Davis Brand Capital on January 9, 2015 in design

Adidas kicked off a year-long global campaign for its Originals line today with a star-studded spot that challenges…

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7 Keys To Planning Brand Growth

by Davis Brand Capital on January 9, 2015 in strategic

As you plan to grow your brand the logistics of making growth happen should be strongly influencing the…

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ESPN Takes Holistic View of Brand Health

by Davis Brand Capital on January 8, 2015 in strategic

ESPN, the sports network, views brand health as a “living, breathing” metric, and has developed a toolbox featuring…

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Logo vs. Brand

by Davis Brand Capital on January 7, 2015 in strategic

Spend 10,000 times as much time and money on your brand as you spend on your logo. Your…

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Chinese Gadget Makers Vie for Brand Recognition

by Davis Brand Capital on January 6, 2015 in strategic

Most Americans have a house full of gadgets made by Chinese manufacturers, but are hard-pressed to name a…

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5 Things You Don’t Need to Know But Might Want To and What We Were Outraged About in 2014

by Davis Brand Capital on December 24, 2014 in strategic

Anheuser-Busch just missed earning a spot of Davis Brand Capital’s annual ranking of the Top 25 brand leaders,…

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Davis Names Top-25 Brand Leaders for 2014

by Davis Brand Capital on December 22, 2014 in strategic

Davis Brand Capital today released the 2014 Davis Brand Capital 25 ranking, which evaluates overall brand performance. It…

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Will Stephen Colbert Bring Brand Opportunities To CBS?

by Davis Brand Capital on December 18, 2014 in strategic

Over the course of nine years, Stephen Colbert has pilloried politicians and satirized the news on “The Colbert…

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How Should You Brand Your Speaking?

by Davis Brand Capital on December 18, 2014 in cultural

Susan Fiske, Professor of Psychology and Public Affairs at Princeton University, studies the psychology of branding, consumers, and…

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Brand And Marketing Trends for 2015

by Davis Brand Capital on December 16, 2014 in strategic

It’s been said that there are three kinds of marketers and how they deal with trends: those who…

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Would Your Brand Pass The Tinder Test?

by Davis Brand Capital on December 15, 2014 in strategic

Nir Eyal, author of Hooked, recently suggested that products are becoming increasingly addictive. Three macro-trends are driving that,…

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Campbell Has A Soup Problem

by Davis Brand Capital on December 10, 2014 in strategic

The food industry’s big new themes are healthy eating and organic production, and so not a fried egg,…

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Improving Brand Meaning

by Davis Brand Capital on December 4, 2014 in cultural

The human mind is visual. Millennia before we posted images on each other’s Facebook walls, our ancestors posted…

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Twitter’s “Fail Whale” Strategy Statement

by Davis Brand Capital on November 21, 2014 in strategic

Twitter’s (NYSE: TWTTR) strategy statement from its recent analyst meeting didn’t do the company justice. Clearly communicating its vision is essential.

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Dunkin’ sets sights on becoming a national brand

by Davis Brand Capital on November 21, 2014 in strategic

Can Dunkin’ Donuts, with 7,800 restaurants mainly east of the Mississippi river and 200 restaurants west of the…

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Should a Brand Care What We Say About Its New Logo?

by Davis Brand Capital on November 18, 2014 in strategic

There is an army of opinion-wielding armchair designers eager to tweet snarky (and often clever) quips at even…

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Publishers Warn: Native Ads No Place For Brand Pitches

by Davis Brand Capital on November 13, 2014 in strategic

Despite the new “it’s-not-about-me” strictures of modern digital marketing, there are still some times and places when it’s…

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Search Arbitrage Accounts For Largest Percentage Of Ads Competing On Brand Trademarks

by Davis Brand Capital on November 11, 2014 in strategic

Brands are often struggling with other advertisers encroaching on their trademark terms in search ads. Sometimes brand trademarks…

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Brand Success: Ideas Or Access?

by Davis Brand Capital on November 11, 2014 in economic

As scale focused brands continue to push their footprints further afield in the search for growth, big distributors,…

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Why Your Brand Should Be Thinking Outside The Bun

by Davis Brand Capital on October 31, 2014 in strategic

There are a lot of today’s big brands that love to talk. The more outlets and social opportunities…

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Building An Obsession Based Brand

by Davis Brand Capital on October 29, 2014 in strategic

When you apply the concept of provenance to brands, it becomes a concept centered on systematically and competitively…

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This Is What the Microsoft Branding on Future Lumia Devices Will Look Like

by Davis Brand Capital on October 24, 2014 in design

Earlier this week, we got confirmation of what everyone was assuming anyway – that Microsoft will use the ‘Microsoft…

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What the Color of Your Logo Says About Your Brand

by Davis Brand Capital on October 23, 2014 in design

Few design projects seem to require as much deep thinking as a corporate logo (some would say overthinking—remember…

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Can You Name The Food Brand Based On One Letter?

by Davis Brand Capital on October 22, 2014 in design

The Great American Grocery Typeface Quiz. Can you identify all 26? We got 25 out of 26! What…

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Designing A Likeable Brand

by Davis Brand Capital on October 22, 2014 in strategic

The flipside of a marketplace where brands encourage people to buy for emotive reasons is that brands also…

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What Does Your Brand Sound Like?

by Davis Brand Capital on October 22, 2014 in design

Only five of the world’s top 10 brands have sonic strategies. Just what is a sonic strategy? Joel…

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4 Monumental Shifts In Brand Culture

by Davis Brand Capital on October 21, 2014 in cultural

The context for cultures is changing. In four vital ways. Firstly – the relationship between customers and companies…

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Columbus Day is a Holiday With a Brand Problem

by Davis Brand Capital on October 10, 2014 in cultural

Columbus Day is perhaps the most contentious of federal holidays. For students, federal employees and scores of lucky…

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Living The Brand Purpose

by Davis Brand Capital on October 3, 2014 in cultural

What would you do with your company’s mission statement? Would you tweet it?, Brian Solis asks in this…

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Building An Authentic Brand That People Believe In

by Davis Brand Capital on October 2, 2014 in strategic

Building a brand that stands for something is challenging––it takes time, and most importantly, authenticity. Most companies hope…

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Google Is Bringing More Brand-Friendly Ads to Mobile

by Davis Brand Capital on September 29, 2014 in strategic

A big reason the growth in mobile ad spend hasn’t caught up to the growth in mobile audience…

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New York Boosts Its Brand on Web With .NYC Domain

by Davis Brand Capital on September 25, 2014 in strategic

Every day, Betsy Bober Polivy walks around Manhattan for her website Manhattan Sideways, documenting the people and places…

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MLS Kicks Off New Logo to Represent the Future of Soccer in America

by Davis Brand Capital on September 19, 2014 in strategic

Major League Soccer made its debut in 1994 after the US caught football fever after hosting the World…

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DNA Technology Makes a Mark in Brand Protection

by Davis Brand Capital on September 17, 2014 in design

Applied DNA Sciences leverages plant DNA to create a unique marking and authentication system for product and package…

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Brand Strategy And Brand Habits

by Davis Brand Capital on September 11, 2014 in strategic

Brands are all about habits. But as this article in Time reminds us, sometimes the best thing a…

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CMO To CEO: The Next Era Of Brand Leadership?

by Davis Brand Capital on September 10, 2014 in strategic

Chief Marketing Officer’s haven’t had it this good for some time. As Jack Trout observed the average tenure…

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Having a Better Brand Is Better Than Having a Better Product

by Davis Brand Capital on September 5, 2014 in strategic

In the marketing community, there is a struggle between two schools of thought. One school is focused on…

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Customer Co-Creation For Greater Brand Outcomes

by Davis Brand Capital on August 28, 2014 in strategic

Today on Branding Strategy Insider, another brand strategy question from the BSI Emailbag. George, a Director of Marketing…

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Why are “Hotwire” & “Pandora” Powerful Names?

by Davis Brand Capital on August 27, 2014 in cultural

To understand why they work so well, you have to get literal for a moment: Hotwire = “to…

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What Does It Take For Consumers To Forgive A Brand?

by Davis Brand Capital on August 25, 2014 in cultural

While there’s been much written at the mechanics of customer disappointments and complaints about brands, especially how businesses…

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How to Create a Logo for a Space Engine That Physicists Can’t Explain

by Davis Brand Capital on August 14, 2014 in design

“It’s kind of a wacky intro, but stick with me, it gets good.” Thus Andy Cruz begins the…

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How Women Entrepreneurs Build Their Brands

by Davis Brand Capital on August 14, 2014 in cultural

In my interactions with women entrepreneurs, I often get the question, how do I develop my personal brand…

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A Strong Brand Culture Starts With The CMO

by Davis Brand Capital on August 8, 2014 in cultural

Peter Drucker once said, “The purpose of business is to create and keep a customer.” In today’s age…

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Why Building Your Brand Is All About Sharing Your Values

by Davis Brand Capital on August 8, 2014 in strategic

As a brand manager, it is your responsibility to make people of different demographics, geographical locations, and socioeconomic…

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The Value of Customer Experience, Quantified

by Davis Brand Capital on August 1, 2014 in strategic

Intuitively, most people recognize the value of a great customer experience. Brands that deliver them are ones that…

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A Bigger Logo?

by Davis Brand Capital on August 1, 2014 in strategic

The original reason for brands was to let the buyer know the source of the goods. “We made…

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Brand Value And Brand Legacy

by Davis Brand Capital on July 31, 2014 in cultural

Brands retain value from their legacy providing they are still seen as relevant and interesting, providing they are…

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These 3 Brands Are Doing Twitter Marketing Right

by Davis Brand Capital on July 24, 2014 in design

Twitter users: have you noticed a trend? Has anything about the way companies are tweeting these days caught…

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How Relevant Are You To Consumers? 4 Questions For B2B Companies

by Davis Brand Capital on July 22, 2014 in strategic

Intrigued by the “consumerization of B2B,” we at Siegel+Gale recently published a study that revealed business decision-makers are…

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Brand Journalism Is a Modern Marketing Imperative

by Davis Brand Capital on July 21, 2014 in strategic

In June 2004, McDonald’s introduced its “brand journalism” plan at an Advertising Age conference. As part of the…

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The Twenty Most Common Brand Problems

by Davis Brand Capital on July 17, 2014 in strategic

After thirty years experience in brand management and marketing, I have directly advised more than 150 brands and…

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How Mondrian Became A Brand

by Davis Brand Capital on July 11, 2014 in cultural

How did the work of a conceptually difficult abstract painter from the early 20th century come to be…

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In Social Media Marketing, Who Owns Your Brand’s Voice?

by Davis Brand Capital on July 9, 2014 in strategic

We often forget that behind every tweet, post, pin or hashtag are individuals: professionals crafting a brand’s identity…

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For Apple, Marketing Is a Whole New Game

by Davis Brand Capital on June 9, 2014 in uncategorized

Here’s What the Company’s Doing to Regain Its Edge

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Brands Are Like People

by Davis Brand Capital on May 14, 2014 in economic

3 Ways To Give Your Brand Personality – Creating a brand isn’t an easy task ñ in fact…

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9 Ways To Get Others To Embrace Your Brand Ideas

by Davis Brand Capital on May 13, 2014 in strategic

So how should we frame ideas to encourage acceptance?

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9 Ways To Get Others To Embrace Your Brand Ideas

by Davis Brand Capital on May 13, 2014 in strategic

So how should we frame ideas to encourage acceptance?

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How to Execute a 15-Word Strategy Statement

by Davis Brand Capital on April 29, 2014 in uncategorized

There is no shortage of stories and anecdotes to illustrate how the best strategies can nearly always be…

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The Ascent of Brand Man

by Davis Brand Capital on April 28, 2014 in strategic

G.K. CHESTERTON got it half right: when people stop believing in God they don’t believe in nothing. They…

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How Colors Affect Your Purchase Decisions

by Davis Brand Capital on April 16, 2014 in uncategorized

What color signal does your brand project? With the average human brain processing visuals 60,000 times faster than…

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When Branding Is Too Good: A Cautionary Tale From New York’s Citi Bike

by Davis Brand Capital on April 7, 2014 in strategic

Why would any other company want to join Citi as a sponsor?

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How Big Brand Logos Lure Consumers (Infographic)

by Davis Brand Capital on March 20, 2014 in uncategorized

A brand’s logo has the power to hook and create a lasting connection with the consumer, and a…

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Inside Airbnb’s Grand Hotel Plans

by Davis Brand Capital on March 19, 2014 in strategic

How Brian Chesky, the millennial impresario behind red-hot Airbnb, teamed up with Chip Conley, the hotel industry’s last…

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Children’s Feelings About Brands Persist into Adulthood

by Davis Brand Capital on March 18, 2014 in uncategorized

Consumer-brand companies’ investments in child-oriented advertising provide brand bene?ts long after the audience has grown up, says a…

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Top Brands: Most Ethical Leadership

by Davis Brand Capital on March 13, 2014 in strategic

1. Hershey’s 2. General Mills 3. Johnson & Johnson

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Taking Your Brand Global? Avoid These 6 Mistakes

by Davis Brand Capital on March 13, 2014 in strategic

It’s exciting to take a business onto the international stage, targeting global customers and new opportunities. However, in…

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Hidden Persuasion: Unconscious Branding Actually Works

by Davis Brand Capital on March 12, 2014 in uncategorized

Brand advertisers who strive to improve metrics like “ad recall” may be focusing on the wrong measures of…

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Citi Is Rolling Toward A Better Image, Purposefully

by Davis Brand Capital on March 11, 2014 in strategic

CMOs and marketing leaders headlined this year’s ANA Brand Masters Conference in Hollywood, Florida last week. About a…

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3 Critical Questions To Ask Yourself Before Building Your Personal Brand

by Davis Brand Capital on March 11, 2014 in uncategorized

Although lots of people associate personal branding with the sexy stuff ñ speaking publicly, being featured in articles,…

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6 Brand Strategies Most CMOs Fail To Execute

by Davis Brand Capital on March 10, 2014 in strategic

The ground rules for branding are rapidly evolving. Social media, content marketing, the younger generation, second screening, thought-leadership…

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Top Online Reputation Management Tips for Brand Marketers

by Davis Brand Capital on March 5, 2014 in strategic

Many marketing executives fail to understand how poor online reputation management can damage their company’s sales. To that…

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Does a Person Need to Be Physically Present for a Brand Experience to Resonate?

by Davis Brand Capital on March 4, 2014 in uncategorized

What defines an experience? According to “the Internet,” an experience is “something that happens to somebody.” I like…

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This Is How Leading Consumer Brands Are Winning With Content

by Davis Brand Capital on February 26, 2014 in uncategorized

Just a few years ago, consumer packaged goods brands didn’t know what success in a new world powered…

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The End Of Brands?

by Davis Brand Capital on February 26, 2014 in uncategorized

I recently read a New Yorker article entitled “Twilight of the Brands” written by James Surowiecki. In it,…

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Brands Need to Know Their Purpose and What They Aspire to Be

by Davis Brand Capital on February 25, 2014 in uncategorized

Kinship requires work, and while people inherently are driven by it, brands are not individuals and often do…

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This ROI Cheat Sheet Is Going to Make Your Day

by Davis Brand Capital on February 24, 2014 in strategic

Today’s marketers think a lot about producing great content for their audiences. But anyone who has done this…

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The Tricky Balance Of Using Humor To Boost Your Brand (And 5 Companies Who Got It Right)

by Davis Brand Capital on February 21, 2014 in uncategorized

It’s not always easy to make someone laugh, but the brands that master it capture their customers’ attention…

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A Fortune 500 Brand And The Ever Changing Role Of Consumer Insights

by Davis Brand Capital on February 21, 2014 in uncategorized

A Fortune 500 Brand And The Ever Changing Role Of Consumer Insights

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Why Simple Brands are Profitable Brands

by Davis Brand Capital on February 20, 2014 in strategic

Q&A with Rick DeLisi, co-author of “The Effortless Experience: Conquering the New Battleground for Customer Loyalty.”

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Contentvertising Continues Its Attack On Traditional Advertising

by Davis Brand Capital on February 20, 2014 in uncategorized

Here’s a new portmanteau for you: “Contentvertising.” Content and Advertising. You might also know this as “Branded Content.”…

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6 Ways to Make People Love Your Brand

by Davis Brand Capital on February 17, 2014 in uncategorized

“People don’t buy things for logical reasons,” Zig Ziglar once famously said. “They buy for emotional reasons.”

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The Problem With Facebook

by Davis Brand Capital on February 13, 2014 in strategic

Facebook is a complex ecosystem of individuals, creators, brands and advertisers, but I don’t think it serves any…

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Six Ways To Become A Brand Leader

by Davis Brand Capital on February 12, 2014 in uncategorized

Building a brand is best achieved by developing a reputation in the community for having expert knowledge within…

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Twilight of the Brands

by Davis Brand Capital on February 11, 2014 in strategic

It’s a truism of business-book thinking that a company’s brand is its “most important asset,” more valuable than…

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Food Brands Try to Wake Up Sales With New ‘Energy’ Appeals

by Davis Brand Capital on February 10, 2014 in uncategorized

From cereal to snacks and even dog food, brands are pushing energy as a selling point like never…

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Protect Your Brand From Cybersquatting

by Davis Brand Capital on February 10, 2014 in economic

The expansion of the domain name space will create new challenges, but it also presents positive opportunities for…

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What the Art Market Can Teach Us About Branding

by Davis Brand Capital on February 10, 2014 in uncategorized

The art market teaches us how valuable a brand can be. And in the world of marketing, the…

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Chipotle’s Next Tasty Marketing Gambit: a Scripted Satire Online

by Davis Brand Capital on February 4, 2014 in design

IDEA: Chipotle has won scores of ad awards and legions of fans with its gorgeous animations and haunting…

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Making Loyalty Pay: Six Lessons From The Innovators

by Davis Brand Capital on February 3, 2014 in strategic

In recent years loyalty programs that reward buyers for sticking with the brand have steadily grown in popularity.…

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Making Loyalty Pay: Six Lessons From The Innovators

by Davis Brand Capital on February 3, 2014 in strategic

In recent years loyalty programs that reward buyers for sticking with the brand have steadily grown in popularity.…

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Is This Story An Ad?

by Davis Brand Capital on January 31, 2014 in uncategorized

It’s an uncomfortable question in the age of the “advertorial” and “sponsored content.” Versa aims to solve it…

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Is This Story An Ad?

by Davis Brand Capital on January 31, 2014 in uncategorized

It’s an uncomfortable question in the age of the “advertorial” and “sponsored content.” Versa aims to solve it…

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12 Lessons From Warby Parker’s Annual Report

by Davis Brand Capital on January 30, 2014 in economic

Eyewear startup Warby Parker just released its 2013 Annual Report, a perfect example of how important tone is…

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Seven Ways To Kill Your Brand

by Davis Brand Capital on January 30, 2014 in uncategorized

Don’t let a weak brand leave you dead on arrival. While many people focus on building a successful…

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Seven Ways To Kill Your Brand

by Davis Brand Capital on January 30, 2014 in uncategorized

Don’t let a weak brand leave you dead on arrival. While many people focus on building a successful…

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Hearst’s New Health Division Is a Departure from Magazines and TV

by Davis Brand Capital on January 27, 2014 in strategic

Hearst Corporation, whose holdings include Cosmopolitan magazine and a stake in ESPN, is continuing its push into healthcare…

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4 Lessons In Building A Brand

by Davis Brand Capital on January 23, 2014 in uncategorized

Love it or hate it, your success this year and beyond depends on your ability to shape a…

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The 2 Teenagers Who Run the Wildly Popular Twitter Feed, @HistoryInPics

by Davis Brand Capital on January 23, 2014 in uncategorized

Meet Xavier Di Petta and Kyle Cameron, ages 17 and 19, whose ability to build a massive audience…

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What These 3 Top Brands Can Teach You About Customer Engagement

by Davis Brand Capital on January 22, 2014 in uncategorized

The smartest companies changed their approach on marketing vastly. Their focus is now on personalized interactions, delighting their…

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Card-Linked Marketing: The New Wonder Channel?

by Davis Brand Capital on January 22, 2014 in uncategorized

Do you think you card-linked marketing is at the very least something you would consider testing? Or do…

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A Look at How Many People Keep Their New Year’s Resolutions to Get Fit

by Davis Brand Capital on January 22, 2014 in uncategorized

If you’re like most people, you don’t make a New Year’s resolution. Maybe that’s because few of who…

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The 30 Under 30 Driving The Radical Transformation Of Marketing And Advertising

by Davis Brand Capital on January 6, 2014 in uncategorized

This year’s Forbes 30 Under 30 in Marketing & Advertising are driving that dramatic industry change, and their…

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Time to Reinvent Job Structures to Survive an Always-On World

by Davis Brand Capital on December 17, 2013 in strategic

Marketing Is About Making Your Brand as Relevant as Possible, and Now You Need to Do It in…

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Content Marketing 2.0: How To Cut Through The Clutter When Everyone’s A Media Producer

by Davis Brand Capital on December 10, 2013 in uncategorized

Instead of paying for television ads that will only be ignored, you can develop useful ’evergreen’ content that…

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The Best of the Worst Logo Designs

by Davis Brand Capital on December 9, 2013 in uncategorized

Logos define brands and they create corporate images because logos are what sticks in people’s mind and creates…

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How Digital Transformation Drives Business Value

by Davis Brand Capital on December 5, 2013 in strategic

The operational benefits of business intelligence gathered through digital (and social) are often overlooked by organizations. Company silos…

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The Millennial Marketing Mix: Community, Innovation and Values

by Davis Brand Capital on November 25, 2013 in strategic

Millennials want innovation, community and values. The brands that get all those things right will have customers for…

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Commercializing Kennedy

by Davis Brand Capital on November 22, 2013 in uncategorized

Perhaps at no time more than today—the 50th anniversary of President Kennedy’s assassination—will those words take on a…

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Don’t Confuse ‘Thought Leadership’ With ‘Branded Content’ or ‘Native Advertising’

by Davis Brand Capital on November 21, 2013 in uncategorized

Thought leadership, branded content, content marketing, and native advertising are all stops along the continuum of how ideas…

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How Chinese Companies Can Develop Global Brands

by Davis Brand Capital on November 20, 2013 in uncategorized

To many skeptical consumers in developed markets, Brand China still means lower quality. As has been the case…

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Don’t Ignore Your Best Co-Branding Opportunity — Your Employees

by Davis Brand Capital on November 20, 2013 in strategic

We all know employees can be both brand ambassadors and brand detractors. But what we haven’t wrapped our…

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Live Events Are King for Getting People to Recommend and Buy Brands

by Davis Brand Capital on November 13, 2013 in strategic

Word-of-mouth marketing may be the hot new trend, but when it comes to getting people to recommend a…

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The Future Of Branding Is Creating Real Connections Between Consumers And Products

by Davis Brand Capital on November 13, 2013 in economic

It’s not about selling, it’s about giving control to the people.

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How Do You Create a Logo that Shouts ‘Innovation’?

by Davis Brand Capital on November 8, 2013 in design

How do you create a logo for a company that doesn’t do one thing, but lots of different…

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What’s in a brand? A whole lot, if a nation’s at stake

by Davis Brand Capital on November 6, 2013 in strategic

Good PR is all about storytelling, and every country has a unique story to tell. That is the…

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How the Redskins Could Ditch Their Name ‘“ But Keep Their Fans

by Davis Brand Capital on November 6, 2013 in strategic

The lines are being drawn, emotions are taking over, and both sides appear to be entrenched for what…

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Why Ad Agencies Aren’t Going Away Anytime Soon

by Davis Brand Capital on November 6, 2013 in uncategorized

Shops Can Provide a Critical Objectivity That Marketers Are Incapable Of

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Why Marketers Are Turning to Data to Pick the Right Songs, Artists

by Davis Brand Capital on October 30, 2013 in uncategorized

Music Choice Isn’t Just a Matter of the Heart

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Green Is the New Black

by Davis Brand Capital on October 23, 2013 in economic

Levi’s, Nike Among Marketers Pushing Sustainability Responding to a consumer behavior shift.

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40% of the Top 1,000 Most Popular Instagram Videos Are From Brands

by Davis Brand Capital on October 23, 2013 in strategic

Good news for Instagram’s plans to introduce advertising: Branded videos are proving to be quite popular on the…

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Genuine Brand Publishing Needs to Trump Generic Content Marketing

by Davis Brand Capital on October 22, 2013 in strategic

Content marketing, alleged industry savior for publishers, advertisers and marketers alike, is going through a bit of a…

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Study: Subway’s Advertising Most Effective in Restaurant Space

by Davis Brand Capital on October 16, 2013 in uncategorized

The study, called “Perceptions of Restaurant Advertising: Consumer Assessments of the Leading Chain Brands,” measures chains on three…

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Check Out The Top 100 Beloved Brands in The Last Decade

by Davis Brand Capital on October 10, 2013 in uncategorized

Yahoo, Google, Sony rate high, guess who’s No. 1.

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8 Keys To Creating An Emotional Connection Between Products And People

by Davis Brand Capital on October 1, 2013 in design

Fifty percent of every buying decision is driven by emotion. Which, for anyone responsible for bringing a product…

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10 Brands That Made Music Part of Their Marketing DNA

by Davis Brand Capital on September 30, 2013 in strategic

Converse, Amex, Red Bull, Philips and Others Collaborate With Artists in Innovative Ways.

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5 Lessons On Influencer Marketing And Brand Transparency

by Davis Brand Capital on September 26, 2013 in strategic

Consumers trust their friends, family and advocates far more than they trust banner and TV ads, and they’re…

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The One Thing That Will Destroy Your Brand

by Davis Brand Capital on September 25, 2013 in strategic

Know what your brand promise is ñ what’s real and compelling about you ñ and never violate it.

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Three Steps To Making Giving Your Personal Branding Strategy

by Davis Brand Capital on September 17, 2013 in strategic

Giving is rewarding. It’s contagious. It’s good for your brand too.

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Three Secrets to Having a Two-Way Conversation with Your Brand’s Customers Online

by Davis Brand Capital on September 12, 2013 in strategic

It’s a constant struggle for brands to make themselves be seen and heard above all the noise that’s…

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Why One College Sports Conference Had to Build a Brand From Scratch

by Davis Brand Capital on September 12, 2013 in strategic

What’s in a name? Plenty when the future of a beleaguered college sports conference depends on creating a…

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Why Brand Experiences Matter

by Davis Brand Capital on September 10, 2013 in strategic

So whether it’s adventure or astrology, it’s important for marketers to expand the brand experience. The only way…

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Yes, Marketers, You Should Pay Your Influencers

by Davis Brand Capital on August 22, 2013 in strategic

A consumer advocate can be your brand’s best friend.

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Kraft Launches Comeback Plan for Jell-O

by Davis Brand Capital on August 12, 2013 in strategic

For Kraft Foods Group, J-E-L-L-O has spelled disappointment of late. The brand — once known for fun advertising…

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Magic + Generosity = the brand crush

by Davis Brand Capital on August 12, 2013 in uncategorized

Crushes don’t last forever. You need to keep adding magic and generosity.

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Building a Nationally Renowned Brand Without Selling Your Soul

by Davis Brand Capital on August 7, 2013 in strategic

From organic ingredients to guerrilla marketing, Honest Tea is the poster child for doing business differently.

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Gatorade, V8, Special K Teach Lessons in Reinvention

by Davis Brand Capital on July 31, 2013 in strategic

While there are many ways to think about transforming your brand, image, benefit and target are three great…

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The Coming Branded-Currency Revolution

by Davis Brand Capital on July 16, 2013 in strategic

Coupons. Gift cards. Loyalty points. These tried-and-true tools of the retail trade might not be as sexy as…

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4 Keys To Turning Customers Into Brand Evangelists

by Davis Brand Capital on July 15, 2013 in strategic

To grow your brand, know what people find meaningful, connect with them thoughtfully, create joy they can’t live…

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Do Consumers Believe in Advertising?

by Davis Brand Capital on July 3, 2013 in strategic

As industries shift away from print advertising toward the changing digital frontier, brands need to know which audiences…

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Your Brand Is the Exhaust Fume of the Engine of Your Life

by Davis Brand Capital on July 1, 2013 in strategic

We talk about “reinventing your brand” when in reality the goal is to reinvent what you work on.…

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How Experiential Marketing Has Changed In A Social/Local/Mobile World

by Davis Brand Capital on June 26, 2013 in strategic

Brands now are recognizing that actual physical and emotional experiences, versus just brand swag, help link the offline…

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The Corporate States of America, A Map of the Most Famous Brands From Each State

by Davis Brand Capital on June 25, 2013 in strategic

Maps on the Web has posted an infographic tiled “The Corporate States of America” that shows the most…

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Poor Corporate Marketing Structures Kill The “Kinetic Potential” Of Campaigns

by Davis Brand Capital on June 20, 2013 in strategic

But could the brand have done more with it? Could it have been given that kinetic potential?

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Coca-Cola and Skechers Offer Brands New Halos at Annual Licensing Show

by Davis Brand Capital on June 20, 2013 in strategic

The success of Toms Shoes and Warby Parker eyewear, which give their products to the needy whenever they…

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The Company Website Is Making a Comeback

by Davis Brand Capital on June 19, 2013 in strategic

The comeback is bolstered by new interlinks that make it increasingly easy for websites to suck in and…

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Don’t Sabotage Brand Licensing

by Davis Brand Capital on June 18, 2013 in strategic

Managing intellectual property and other intangibles may seem like pure finance. Beware that dangerous trap. Intangibles can cut…

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Private Label Brands Go Premium, Gain Prestige

by Davis Brand Capital on June 18, 2013 in strategic

While private labels have existed for some time, the recession proved to be the inflection point for them…

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The World’s Most Famous Logos, Organized By Visual Theme

by Davis Brand Capital on June 17, 2013 in design

A brand is more than a logo. But a company’s mark is its calling card, a shorthand for…

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How the World’s Most Iconic Brand Was Saved From Itself

by Davis Brand Capital on June 10, 2013 in uncategorized

Coke is the Cannes Advertiser of the Year

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4 Ways to Find Your Brand’s Voice

by Davis Brand Capital on May 23, 2013 in strategic

Before you create a blog, draft content for your brand-spanking-new website or start tweeting, first define your “brand…

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Can the Empire State Building Brand Its View?

by Davis Brand Capital on May 21, 2013 in strategic

The law doesn’t allow for the trademarking of a great view, but there’s nothing wrong with branding it.

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Does Google Glass Have a Branding Problem? Marketing Experts Map Steps to Mainstream Success

by Davis Brand Capital on May 15, 2013 in uncategorized

Still in its test phase, Google Glass may be dorked to death before it gets the opportunity to…

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How A CEO Can Wreck A Brand In One Interview: Lessons From Abercrombie & Fitch Vs. Dove

by Davis Brand Capital on May 13, 2013 in uncategorized

The power of a CEO to make ñ or break ñ a brand can never be overestimated ñ…

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Davis Names Top 25 Brand Leaders for 2012

by Davis Brand Capital on May 7, 2013 in strategic

Top-performing Brand Managers Beat Both Dow and S&P 500 in 2012Apple Again Takes #1 Spot on List Dominated…

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Breaking Down Barriers To Drive Better Performance

by Davis Brand Capital on May 3, 2013 in uncategorized

Sometimes we resist looking inward for big, comprehensive solutions.

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Brands With A Voice

by Davis Brand Capital on May 1, 2013 in strategic

This means that brands are suddenly jumping into intense conversations with a real point of view, on issues…

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The Importance of Emotional Brand Measures

by Davis Brand Capital on April 25, 2013 in uncategorized

“If you don’t have a handle on the emotional side of the engagement with your brand, you might…

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How Marketers Can Reach The 22% Of U.S. Online Adults Who Connect Everywhere

by Davis Brand Capital on April 22, 2013 in strategic

Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections,…

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How Walmart Wants Brands to Fuel Its Content Engine

by Davis Brand Capital on April 11, 2013 in strategic

Walmart is revving up its “content engine,” and it wants brand marketers to supply the fuel, though it…

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Personal Branding Is A Leadership Requirement, Not a Self-Promotion Campaign

by Davis Brand Capital on April 9, 2013 in uncategorized

Developing your personal brand is essential for the advancement of your career and development as a leader.

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The Sex Panther Formula For Finding Your Brand’s Secret Sauce

by Davis Brand Capital on April 9, 2013 in strategic

Anchorman’s Brian Fantana may have been off the mark with his Sex Panther cologne, but his head was…

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Somersby Cider Ad Is More Apple Than Alcoholic Apple Juice

by Davis Brand Capital on March 29, 2013 in uncategorized

Do you think Apple, famously protective over its brand and image, should have a quiet word with Carlsberg,…

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How To Market In A Digital Age

by Davis Brand Capital on March 19, 2013 in strategic

Marketing strategy is particularly difficult because the rules have changed. A generation ago, brands mostly strove to create…

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5 Ways To Drive Social Advocacy For Your Business

by Davis Brand Capital on March 14, 2013 in strategic

What do a publishing giant, a women’s lingerie retailer, a kid-centric commerce subscription service and a nonprofit organization…

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Your Customers Are Your Brand Experience

by Davis Brand Capital on February 21, 2013 in strategic

Customer experience has become the new differentiator. Short product development cycles now mean that many companies release new…

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Six Brand Archetypes To Guide Positioning Strategy

by Davis Brand Capital on January 31, 2013 in strategic

Businesses often engage in an analytical and creative process to develop or review their brand positioning. Without a…

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The New BlackBerry Brand (Please Don’t Ask “Who’s That?”)

by Davis Brand Capital on January 31, 2013 in uncategorized

The long delayed release is critical to BlackBerry’s attempt to re-enter the marketplace. Once the darling of company-issued…

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Measuring the Distance Between a Brand Promise and a Brand Experience

by Davis Brand Capital on January 30, 2013 in strategic

How often do you come face-to-face with a hotel employee, fast food entrée, or piece of technology and…

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The Marketing Backstory Of How Intel Became A Household Name

by Davis Brand Capital on January 8, 2013 in strategic

Millions of otherwise tech-illiterate consumers came to know Intel through its “Intel Inside” campaign, which at the time…

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To Give Your Employees Meaning, Start With Mission

by Davis Brand Capital on December 19, 2012 in strategic

When organizations give people a sense of meaning in their work, it’s not only good for employees, but…

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Don’t Assume You Know Your Customers

by Davis Brand Capital on December 18, 2012 in strategic

Most companies are the centers of their own universes. It’s a natural enough impression; after all, the products…

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Turning Your Name into a Brand

by Davis Brand Capital on December 17, 2012 in uncategorized

To a certain extent—in this age of marketing ourselves, finding our niches and explaining how our distinctive personal…

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HSBC: the Worldwide Local Bank . . . for Money Laundering and Rogue Nations.

by Davis Brand Capital on December 13, 2012 in strategic

Some Brand Positioning, Huh? HSBC spent years positioning itself as the “worldwide local bank.” They did it via…

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The Big McThink! How TED Became a Consumer Franchise

by Davis Brand Capital on December 10, 2012 in strategic

By putting its talks online in 2006, what was previously a members-only affair—an annual Davos-like conclave of wealthy…

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A Holistic Approach To Creativity

by Davis Brand Capital on November 28, 2012 in uncategorized

As one of the world’s leading manufacturers of baby gear and preschool toys, Fisher-Price believes that traditional branding…

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Need Branding That Transcends Cultures? Invent Your Own Language

by Davis Brand Capital on November 9, 2012 in uncategorized

A thoughtful identity gives a multinational disease research network a new way to communicate.

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The Network Effect Isn’t Good Enough

by Davis Brand Capital on November 5, 2012 in strategic

The power of the network effect is fading, at least in its current incarnation. Traditionally defined as a…

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Getting Your ‘Why Us’ Story Straight

by Davis Brand Capital on November 5, 2012 in strategic

Companies are engaging customers every day, and pitching their wares to new prospects just as often. Why, then,…

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Wendy’s To Introduce New Logo

by Davis Brand Capital on October 12, 2012 in strategic

Starting in March, Wendy’s will introduce its first logo makeover since 1983. The redesign, only the fifth since…

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The Tale Of TiVo And Why Great Brands Fall From Grace

by Davis Brand Capital on October 11, 2012 in uncategorized

Why is it that some brands launch like meteors, captivating our imaginations and our wallets, only to fall…

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How Purpose Affects the Bottom Line

by Davis Brand Capital on October 8, 2012 in strategic

Clearly Defining What a Brand Stands for Provides a Competitive Edge and Leads to Increased Productivity. The heads…

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Sorry, Marketers, You’re Doing Facebook Wrong

by Davis Brand Capital on September 28, 2012 in strategic

Analysis found that marketers are still posting too little on weekends and at night and when they do…

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How ‘orphaned brands’ survive

by Davis Brand Capital on August 31, 2012 in uncategorized

Last week’s sweeping victory for the [Apple] in a bitter patent dispute with Samsung came exactly a year…

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New road for a macho brand

by Davis Brand Capital on August 24, 2012 in strategic

More than 750 garage parties for women were hosted by Harley-Davidson dealers last year. These show-and- tell outreach…

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Can A Corporate Culture Be Built With Digital Tools?

by Davis Brand Capital on August 24, 2012 in uncategorized

While the tangible benefits of conducting business digitally are manyfold, companies that are moving their employees online have…

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10 Inspiring Examples Of Small-Biz Branding

by Davis Brand Capital on August 23, 2012 in strategic

Because these outfits cater to a certain niche, they don’t have to appeal to everyone, which in turn,…

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Need For Data Forces CIO-CMO Alliance

by Davis Brand Capital on August 23, 2012 in strategic

Being relevant-at-scale helps marketers to truly benefit from a competitive advantage in the market. At the heart of…

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Outsourcing Your Voice: Lessons For Brands

by Davis Brand Capital on August 23, 2012 in strategic

Who’s controlling your brand message? Recent high-profile Twitter blunders from Progressive Insurance and online store CelebBoutique underscore the…

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Culture Clash

by Davis Brand Capital on August 20, 2012 in uncategorized

Culture, and, by association, brand, is so important and prevalent, you could almost test it like Rorschach —…

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Magazines Make Branded Content, So Why Don’t They Act More Like Brands?

by Davis Brand Capital on August 15, 2012 in strategic

Marketers’ Obsession With Audience Data Could Teach Media a Thing or Two. Brand marketers research their audiences exhaustively…

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Nike Goes For The Gold

by Davis Brand Capital on August 10, 2012 in uncategorized

Lots of sporting events are used to promote brands. The Olympics, perhaps, more than most. So it’s no…

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Not All Brands Get The Gold

by Davis Brand Capital on August 8, 2012 in strategic

With such high stakes, brands should assess their fit with the Olympic Games before jumping into the arena.…

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Competition is fierce among leading brands to have the best app

by Davis Brand Capital on August 6, 2012 in strategic

The use of apps as a way to gain an advantage over others is clearest in categories where…

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The Legacy Of ‘Brand Marilyn’

by Davis Brand Capital on August 6, 2012 in strategic

Any group that manages a celebrity brand must focus on the authenticity and aspirational aspects that connect with…

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Madonna, Gaga & Growth

by Davis Brand Capital on August 6, 2012 in strategic

Getting older can also mean getting better if you keep a fresh outlook and stay young at heart.…

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#FounderBrands: Microsoft

by Manon F. Herzog on August 6, 2012 in strategic

In its August issue, Vanity Fair charges Microsoft with losing its mojo, pinning much of the blame on…

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With Online Video, You Have 20 Seconds To Capture Your Viewer. Go.

by Davis Brand Capital on August 2, 2012 in strategic

With ever-increasing YouTube lunch breaks and Vimeo dinner dates, online video is becoming a constant companion–one that every…

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What to Do When Your Brand Goes to the Dogs

by Davis Brand Capital on August 2, 2012 in strategic

The domestic diva, Martha Stewart, is watching her media conglomerate do not so good things. It just reported…

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Perspective: A Whole Different Hog

by Davis Brand Capital on July 26, 2012 in strategic

A 2012 Road King Classic in all its spaghetti-piped splendor lists for $19,599—and that becomes a hard sell…

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Marissa Mayer Brings Brand Capital to Yahoo

by Patrick T. Davis on July 16, 2012 in cultural

I have never been a fan of — or even a believer in — so-called “personal brands.” Human…

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Local ‘Web’ Marketing For National Brands

by Davis Brand Capital on July 11, 2012 in strategic

Most national brands are strategically positioned at the national Web level with strong awareness and branding, but these…

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As New Hogs Hit The Road, Harley Keeps Roaring

by Davis Brand Capital on July 11, 2012 in uncategorized

Last year, new advertising for Harley-Davidson was greeted with skepticism. The company had eschewed working with traditional ad…

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Leveraging Social Media in Food Marketing

by Davis Brand Capital on June 29, 2012 in strategic

When it comes to learning about food, nearly half of consumers use social networking sites, and 40% use…

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The Future of Armani

by Davis Brand Capital on May 30, 2012 in strategic

It was Giorgio Armani’s obsession with health that led to his brush with death. For 10 days in…

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Why A Brand Matters

by Davis Brand Capital on May 24, 2012 in strategic

In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands…

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Sears Explains Their Success In Content Marketing

by Davis Brand Capital on May 18, 2012 in strategic

We sat down with Julia Fitzgerald, Chief Digital Officer, Fitness, Sporting Goods & Toys at Sears Holdings and…

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What’s the Right Facebook Strategy for Brands With Several Locations?

by Davis Brand Capital on May 17, 2012 in strategic

For some companies, one Page might not be enough. For example, if a restaurant chain prides itself on…

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Strategy, Context, and the Decline of Sony

by Davis Brand Capital on May 14, 2012 in design

The strategy address recently delivered by the corporation’s new CEO, Kazuo Hirai, earned press coverage that verged on…

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The Guggenheim Effect

by Manon F. Herzog on May 10, 2012 in cultural

The term “Guggenheim Effect” used to denote the positive role the brand played in Bilbao’s resurgence as a…

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Study: Harley-Davidson Rules Retail

by Davis Brand Capital on May 7, 2012 in strategic

According to Pied Piper’s yearly Prospect Satisfaction Index for the U.S. motorcycle business, Harley-Davidson is number one at…

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Oscars Stay in Hollywood, At Dolby Theater

by Davis Brand Capital on May 2, 2012 in strategic

Dolby Laboratories, Inc and CIM announced a 20-year agreement to name the Dolby Theatreï — the iconic theatre…

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Three Brand Ideas For Burger King. Love, Ideasicle.

by Davis Brand Capital on April 25, 2012 in strategic

Amidst falling sales, a revolving door of chief executives, countless attempts to be cool with “The King,” and…

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Piers Fawkes: Why We Launched A Print Magazine

by Davis Brand Capital on April 24, 2012 in strategic

Recently, PSFK launched our inaugural print magazine: the first offline publication that we hope to release every quarter.…

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What If Online Doesn’t Work For Branding?

by Davis Brand Capital on April 19, 2012 in strategic

Two-thirds of advertising spending is brand advertising, but online only one quarter is. In fact, if brand advertising…

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Coke Clobbers Pepsi

by Davis Brand Capital on April 17, 2012 in strategic

Bringing Ms. Minaj on board to pinch-hit for Pepsi is clearly a strategic move, and a reaction to…

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The Age Of Uprisings, Brand Movements, And Ad Backlashes

by Davis Brand Capital on April 16, 2012 in strategic

It’s a new era where consumers will punish a company for taking a wrong stand, but also for…

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How the Tech Parade Passed Sony By

by Davis Brand Capital on April 16, 2012 in strategic

Sony, which once defined Japan’s technological prowess, wowed the world with the Walkman and the Trinitron TV and…

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This Is Why You Fall in Love With Brands

by Davis Brand Capital on April 13, 2012 in strategic

Susan Fournier looks back on the rocky journey behind her seminal study, and discusses how far the literature…

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10 of the most trusted brands in America

by Davis Brand Capital on April 9, 2012 in strategic

In an era when entire companies and long-time brands are disappearing, why do Americans trust certain brands and…

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Companies Spend Money, Time on New Corporate Names

by Davis Brand Capital on April 9, 2012 in strategic

There are legitimate reasons why naming companies is a bit more challenging than it used to be. Marketers…

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Coca-Cola thirsts for longform content

by Davis Brand Capital on April 5, 2012 in strategic

Coca-Cola is looking at restructuring and expanding its in-house content creation team as it experiments with longform branded…

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Emirates Airline Repositions Brand

by Davis Brand Capital on April 2, 2012 in uncategorized

Emirates is launching a campaign aimed at evolving the airline from a travel brand to a global lifestyle…

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Strong Brands Built Through Trust, Then Action

by Davis Brand Capital on March 28, 2012 in strategic

There are a couple of things that make a brand great: engendering good feelings to consumers and using…

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Mascots Are Brands’ Best Social-Media Accessories

by Davis Brand Capital on March 27, 2012 in uncategorized

Brand mascots are rebounding as marketers redeploy old characters in new ways, create fresh ones from scratch and…

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Brand Architecture: Building Brand Value

by Davis Brand Capital on March 27, 2012 in strategic

Brand architecture often comes down to an evaluation of tradeoffs. In my experience, there’s rarely a cost-free benefit…

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5 New Rules For A Winning Brand Launch

by Davis Brand Capital on March 27, 2012 in strategic

With its 2011 corporate revenue estimated at $54 billion and brands in practically every aisle of the grocery…

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