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



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branding

155 results

Best Brand Managers Beat the Markets

by Davis Brand Capital on February 2, 2017 in economic

Companies Excelling in Overall Brand Management Outperformed Markets in 2016 by up to 7.6 percentage points

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Branding in the Age of Social Media

by Davis Brand Capital on February 17, 2016 in strategic

In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how…

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The Best And Worst Branding of 2015

by Davis Brand Capital on December 28, 2015 in cultural

Leading into an election year, branding always gets red, white, and blue. But candidates’ branding wasn’t the only…

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Psychology Explains How to Choose the Perfect Color for Your Brand

by Davis Brand Capital on December 4, 2015 in design

The psychology of color as it relates to persuasion is one of the most interesting–and most controversial–aspects of…

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The Luxury Brands That Win on Social Media

by Davis Brand Capital on December 4, 2015 in strategic

For some legacy luxury brands, a social media account can seem so…gauche. But that mindset is starting to feel…

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How to Overcome the Biggest Challenge of Building a Well-Known Brand

by Davis Brand Capital on December 2, 2015 in strategic

Victoria Tsai, founder of Tatcha, explains how she uses word of mouth to achieve organic growth.

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Five Rules of Opportunity Design for Brands

by Davis Brand Capital on November 20, 2015 in strategic

The fastest growing global brands today did not exist ten years ago. They achieved their scale and valuations…

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Why Simple Brands Win

by Davis Brand Capital on November 10, 2015 in strategic

The greatest brands make life simple. Think Google, Amazon, or even Dunkin’ Donuts. They cut through the clutter…

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Brands Light Up Twitter for World Series Game 1—Even During Outage

by Davis Brand Capital on October 29, 2015 in strategic

It used to be that when the huge national games and events came around—Super Bowl, Oscars, Back to…

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Tokyo’s New Branding Campaign: Is It Really Tokyo?

by Davis Brand Capital on October 22, 2015 in strategic

Tokyo is trying to reinvent its image ahead of the 2020 Summer Olympics. The vast Japanese metropolis is…

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Starbucks’ Vice President of Design + Content Jeffrey Fields Reveals Their Red Cup Design

by Davis Brand Capital on October 22, 2015 in design

While coffee preferences vary and CH often prefers to consume local, indie coffee brands, Starbucks plays a critical role…

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Oprah’s Branding Power to Bring Weight Watchers ‘Out of the Woods,’ Experts Say

by Davis Brand Capital on October 21, 2015 in strategic

Can Oprah Winfrey help resurrect the Weight Watchers brand? The media mogul, who recently took a 10% ownership…

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New Logo and Identity for Merck KGaA, Darmstadt, Germany, by Futurebrand

by Davis Brand Capital on October 21, 2015 in design

Established in 1668 by Friedrich Jacob Merck, an apothecary, in Darmstadt, Germany, where he established a family-run business…

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Air Jordan and Supreme Team Up to Collaborate on Sneakers, Break the Internet

by Davis Brand Capital on October 20, 2015 in cultural

Sneakerheads rejoice: The wait is finally over. The long-rumored Supreme x Air Jordan V shoe went on sale today.…

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Is Corporate Jargon Undermining Your Brand Message?

by Davis Brand Capital on October 19, 2015 in strategic

Today’s most distinguished brands are the ones with ownable personalities that come through clearly in every communication. Why then,…

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Companies Are Totally Obsessed With Brand Advocates

by Davis Brand Capital on October 16, 2015 in strategic

In 1967 Stanley Milgram, an American social psychologist, sent 160 packages to random people in Omaha, Nebraska. In…

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The Under Armour Guide to Building an Underdog Brand That Beats Adidas

by Davis Brand Capital on October 15, 2015 in strategic

Under Armour’s full-court press has propelled the athletic-wear brand past Adidas in the U.S. and put Nike squarely…

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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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Here’s Why New York Comic Con Has Become a Must-Attend Event for Brands

by Davis Brand Capital on October 8, 2015 in strategic

New York Comic Con wants to shed its “little brother” status. “It’s been a climb,” said Lance Fensterman,…

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Is There a Formula For Perfect Branding?

by Davis Brand Capital on October 7, 2015 in strategic

Last week Pentagram partner Paula Scher – speaking at the Brand New conference in New York – tweeted…

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Activation: Structuring Brands for the Speed of Life

by Davis Brand Capital on October 7, 2015 in strategic

In the Age of You, customers are jumping from touchpoint to touchpoint expecting brands to be right behind…

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Insights: Brand Valuation, a Strategic Brand Management Framework to Unlock Growth For Your Business

by Davis Brand Capital on October 6, 2015 in strategic

Choose wisely, and a brand valuation exercise can help you unlock growth for your business. But with so…

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Ford Puts Cars Under New Masterbrand Campaign

by Davis Brand Capital on October 5, 2015 in design

When it comes to taglines, Ford keeps going beyond Go Further. A new masterbrand campaign for Ford cars…

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3 Radical Ideas To Totally Disrupt Air Travel

by Davis Brand Capital on September 29, 2015 in design

If a flight attendant told me that I couldn’t bring my roller bag onto the plane, I might…

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Volkswagen Group’s Diesel-Gate: Half-Truths in Engineering

by Davis Brand Capital on September 25, 2015 in cultural

Volkswagen, the people’s car has, by its CEO’s own admission, broken the people’s trust. It did so, allegedly,…

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How Is The World Better If Your Brand Succeeds?

by Davis Brand Capital on September 24, 2015 in cultural

The majority of brands do marketing very simply. They market what they have to sell: products or services,…

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This Branding Video Cleverly Celebrates Famous Logos Without Actually Showing a Single One

by Davis Brand Capital on September 9, 2015 in design

You know, some elements of this video from Denmark-based digital agency Inetdesign seem awfully familiar. That’s because the…

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Rich Media: Why Luxury Brands are Betting on Video

by Davis Brand Capital on September 9, 2015 in strategic

At first blush, luxury brands may not seem like a great fit for online video. They’ve traditionally used…

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Be-Leaguered: Brand NFL

by Davis Brand Capital on September 9, 2015 in strategic

Last week, NFL commissioner Roger Goodell was bested by Tom Brady’s “deflategate” defense team, and ended up with his…

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Will Millennials Dig Colonel Sanders? 5 Questions with KFC’s Kevin Hochman

by Davis Brand Capital on August 18, 2015 in design

Now that KFC has revealed the rebooted Colonel Harland Sanders, it’s fair to ask why. And that answer has a…

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What Makes Branding Different?

by Davis Brand Capital on August 7, 2015 in strategic

While I see it a little differently, at least Disney had a clear point of view on the…

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How Can Middle Eastern Brands Go Global?

by Davis Brand Capital on March 20, 2015 in cultural

Middle Eastern brands must learn to make an emotional connection with international consumers. The economic picture in the…

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3M’s Image Problem: Its Products Are Everywhere, but Often Overlooked

by Davis Brand Capital on March 11, 2015 in strategic

3M Co. is taking on a new challenge: How do you foster a high-tech reputation when your best-known…

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What Great Brands Do

by Davis Brand Capital on March 11, 2015 in strategic

If you’re looking for inspiration and insight on how to build a great brand, this infographic is for…

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Branding 101: Avoid “We Want To Suck Your Wallet Dry”

by Davis Brand Capital on March 11, 2015 in economic

In the mid-90s, I was on the IBM account at Ogilvy & Mather, during the period at which…

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P&G’s Chief Brand Officer Offers Road Map for Navigating the Future of Advertising

by Davis Brand Capital on March 9, 2015 in strategic

Procter & Gamble Co. is quickly shifting to a digital-first approach to advertising, but the new frontier includes…

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The “Customer Obsession” Obsession: 3 Brands Who Get It

by Davis Brand Capital on March 6, 2015 in strategic

Building Relentless Relevance is tied to several critical must-haves, none more important than being obsessed with customer obsession.…

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Identity Crisis at Gawker?

by Davis Brand Capital on February 24, 2015 in strategic

Gawker Media, which is battling heavily financed digital publishers like BuzzFeed and Vox for audiences and ad dollars,…

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Kung Hei Fat Choi! Happy Year of the Ram/Sheep/Goat Branding

by Davis Brand Capital on February 19, 2015 in cultural

Kung hei fat choy! While this writing marks the official end of the Year of the Horse and…

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What the Twitter-Google Partnership Means for Brands

by Davis Brand Capital on February 18, 2015 in strategic

Recently, Google and Twitter confirmed their plans to once again integrate tweets in Google search pages as real-time…

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Three Reasons Why Your Content Is Falling On Deaf Ears

by Davis Brand Capital on February 10, 2015 in strategic

Content has become an ever greater priority in brands’ marketing strategies, yet there is also widespread disagreement about…

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Brand Licensing: The Next Bad Idea?

by Davis Brand Capital on February 10, 2015 in strategic

I sipped my espresso and waited nervously for her. The warm Italian sun was streaming into the café…

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Branding Strategy: Is It Time To Bring Back Corporate Identity?

by Davis Brand Capital on February 9, 2015 in strategic

The terms brand strategy and corporate identity are often used interchangeably. However, there may be significant differences in…

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What is branding?

by Davis Brand Capital on February 6, 2015 in strategic

What is branding? As creators, we want to think it’s about us, our brilliant talent, our skills we’ve…

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When Branding Projects Require Rebranding

by Davis Brand Capital on January 23, 2015 in strategic

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we…

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Dot Branding: Quiksilver and Roxy Want You to .Surf the Web

by Davis Brand Capital on January 15, 2015 in strategic

The world’s biggest surf wear brand is finally getting into web-surfing—by using gTLDs to shore up its brand…

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Digital Branding Is Emerging, And Content Is Leading The Way

by Davis Brand Capital on December 3, 2014 in cultural

Digital media is maturing quickly, and its growing sophistication is opening doors that many brands wouldn’t have even…

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How Branding Can Help Humanise Our Megacities

by Davis Brand Capital on December 2, 2014 in cultural

As cities grow faster, bigger, wider, taller we are all being dwarfed. In 2011, there were 23 urban…

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Why a Branding Alumnus Favors Brands that Can Reinvent Themselves

by Davis Brand Capital on November 10, 2014 in strategic

As part of an ongoing series, PSFK will be chatting with alumni from the School of Visual Arts…

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This Company’s Brilliantly Sassy Branding Strategy Makes Yours Look Sad and Boring

by Davis Brand Capital on October 6, 2014 in design

In 2004, Archie Gottesman, chief branding officer of Manhattan Mini Storage, received an angry call from the Anti-Defamation…

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Khan Academy takes a branding leap

by Davis Brand Capital on August 26, 2014 in strategic

The Khan Academy embarked on its journey to revolutionize learning online nearly a decade ago with its stated mission…

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Mobile Branding Goes Dark

by Davis Brand Capital on August 11, 2014 in strategic

It seems counterintuitive that advertisers would be interested in anonymity-based platforms in an age of Facebook hypertargeting. But…

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Extreme Authenticity: You’d Better Know What The Symbols Mean

by Davis Brand Capital on August 6, 2014 in cultural

Authentic has long been one of the biggest buzzwords in marketing and branding, so much so that we’re…

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Jell-O Gives Sports Marketing a Shot With School Brand Molds

by Davis Brand Capital on August 4, 2014 in design

Move over, beer and chips. When college football kicks off in a few weeks, Jell-O and Chobani will…

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The Psychology of Color in Marketing and Branding

by Davis Brand Capital on July 23, 2014 in design

The psychology of color as it relates to persuasion is one of the most interesting — and most…

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Simple Steps to Make Branding Work for You

by Davis Brand Capital on July 11, 2014 in strategic

Marketing and branding products goes beyond just creating a clever slogan and a few good ads for print…

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IFC’s Bold New Branding Proves Tumblr Matters as Much as TV

by Davis Brand Capital on July 8, 2014 in design

The new look comes just four years after the channel rebranded and the logo itself remains largely unchanged.…

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Brands Unbound: Re-Imagining News for Marketers

by Davis Brand Capital on June 10, 2014 in davis-brand-brief

Unbound Edition began as an experiment. The consulting team at Davis Brand Capital wanted a better way to share…

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Most Digital Ads Are Still About Direct Response, Not Branding

by Davis Brand Capital on May 20, 2014 in uncategorized

Digital ad spending in the U.S. will cross $50 billion this year, according to a new report from…

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Brand Genius 2014 Call for Submissions

by Davis Brand Capital on April 29, 2014 in economic

For a quarter of a century, Adweek’s Brand Genius Awards have recognized the sharpest marketing minds in the…

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Simple Reminders From the Smartest Marketers in the World

by Davis Brand Capital on March 31, 2014 in uncategorized

This last week, the CMO Club Summit was held in New York City. Marketing executives from all over…

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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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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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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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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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Brands, It’s Time To Get Moving: Why Action-Oriented Marketing Is The Way Forward

by Davis Brand Capital on September 19, 2013 in strategic

In the latest in his series on neuroscience and marketing, Douglas Van Praet argues that humans are driven…

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The Three Greatest Myths of Branding

by Davis Brand Capital on September 3, 2013 in strategic

Think of a great brand. What is the first that comes to mind? What is the one thing…

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Why Your Logo Needs to Ignite Emotions

by Davis Brand Capital on July 23, 2013 in uncategorized

As adults, our emotional relationship with logos is equally as profound. In fact, it is perhaps the most…

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The Digital CMO: Myth Or Reality?

by Davis Brand Capital on June 28, 2013 in strategic

A CMO’s job is to understand consumers first and foremost. And that means CMOs today have to build…

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To Create The Future Of Brand Identity, Ideo Looks Inward

by Davis Brand Capital on April 23, 2013 in strategic

The Trailblazing Firm Is Knee Deep In A Massive, All-Hands Project To Rebrand Itself–And It’s Doing It In…

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College Branding: The Tipping Point

by Davis Brand Capital on February 5, 2013 in strategic

Somehow, almost all of these institutions have continued to attract enough students to stay in business year after…

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Ralph Lauren, Armani, Victoria’s Secret, and Major League Sports Brands Among the 2012 Fashion Brand

by Davis Brand Capital on July 10, 2012 in strategic

For those of you out there who think brand and fashion have broken up and don’t even go…

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Atari at 40

by Davis Brand Capital on July 3, 2012 in design

If you are of a certain age (around 50-60), Atari made the first computer games you ever played.…

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How to Be Your Own PR Agency When the Media Calls

by Davis Brand Capital on July 2, 2012 in strategic

Today’s fast, furious and instantaneous news cycles allow leaders the opportunity to become active in media conversations and…

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The End of the Facebook ‘Fan’ As We Know It

by Davis Brand Capital on June 28, 2012 in strategic

When the concept of a social media “fan” emerged a few years ago, it held out the promise…

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Industry Must Respond To Generational Shifts

by Davis Brand Capital on June 28, 2012 in strategic

The rise of Millennials and the aging of Baby Boomers represent significant challenges for established food brands and…

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Pepsi Re-Embraces the Super Bowl

by Davis Brand Capital on June 27, 2012 in uncategorized

PepsiCo’s archrival Coca-Cola may be sinking $5 billion into India, but it is finding a different way of…

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Not All Consumers Are Created Equal

by Davis Brand Capital on June 26, 2012 in strategic

Google “Nordstrom tire legend” and you get over 800,000 hits describing a legendary example of great customer service.…

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Starbucks To Open A Tea-Only Cafe In Seattle

by Davis Brand Capital on June 25, 2012 in uncategorized

Starbucks has announced plans to open its first tea-only shop by the fall. The concept store, named Tazo…

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Jumping the Olympic® shark

by Davis Brand Capital on June 22, 2012 in strategic

When a brand becomes a bully, it loses something vital. So much money, so many egos and so…

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The E-Reader Story

by Davis Brand Capital on June 21, 2012 in strategic

It was just reported that Barnes & Noble fell short of market expectations, reporting a fourth-quarter loss of…

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Brand Lessons On Your Tablet

by Davis Brand Capital on June 19, 2012 in strategic

The Sunday New York Times reported one more brick removed from traditional media’s wall, as the Huff Post…

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PepsiCo Creates Chief Design Officer Role

by Davis Brand Capital on June 11, 2012 in uncategorized

PepsiCo has tapped Mauro Porcini, 3M’s longtime design guru, as its first chief design officer. Mr. Porcini will…

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Twitter Rebrands, Modifies Logo: Social network drops text for iconic bird image

by Davis Brand Capital on June 6, 2012 in uncategorized

Behold, the Twitter rebranding. Starting today, there will be no more logo text or the lowercase ‘t’ that…

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How To Identify Your Customers, Make Them Love You, And Keep Them Hooked

by Davis Brand Capital on May 23, 2012 in strategic

Every company is struggling to nail down their core target group. If only they could define it, life–or…

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J.C. Penney: Ditch the Risky Pricing Strategy

by Davis Brand Capital on May 21, 2012 in strategic

J.C. Penney’s “Fair and Square Everyday Low Pricing Strategy” is not as successful as new CEO Ron Johnson…

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Brand exceptionalism

by Davis Brand Capital on May 13, 2011 in strategic

Your brand is your favorite. After all, it’s yours. You understand it, you helped build it, you’re obsessed…

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Does Branding Still Matter?

by Davis Brand Capital on November 10, 2010 in strategic

Project RE:Brand is a web series that pairs five design and branding experts with five small business owners…

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Cluetrain vs. Madison Avenue

by Davis Brand Capital on September 30, 2010 in strategic

I’ll make it really simple for you to see the difference. Fundamentally, this is a conversation about putting…

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Interbrand’s Rankings Are Nonsense

by Davis Brand Capital on September 20, 2010 in economic

Interbrand, perhaps the world’s leading branding consultancy, has published its annual ranking of brands. Mainstream newspapers like the…

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Now What?

by Davis Brand Capital on July 19, 2010 in strategic

Old Spice has made history, dominating YouTube last week with 8 of the 11 most-watched videos on Friday…

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The Eternal Truths Behind The Best New Branding Commercials

by Davis Brand Capital on July 8, 2010 in strategic

The top advertising spots–actually the best whole branding campaigns–have always begun with a flash of brilliant insight about…

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How Branding Can Lead To Healthier Architecture

by Davis Brand Capital on June 30, 2010 in uncategorized

PSFK sat down with Anna Klingmann for a conversation covering trends in architecture as they pertain to sustainability…

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The New Normal: Your Customer Is In The Driver’s Seat

by Davis Brand Capital on April 28, 2010 in strategic

Today’s consumers are more diverse, more inter-connected and more demanding than ever. Their expectations are rising while their…

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Time to Rewrite the Brand Playbook for Digital

by Davis Brand Capital on March 4, 2010 in strategic

There’s a struggle with defining “branding” in digital. Some people claim that brands should be about utility, others…

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Asleep At The Wheel

by Davis Brand Capital on February 1, 2010 in uncategorized

Toyota has announced a shockingly comprehensive response to relatively limited reports of a sticky gas pedal: it has…

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Branding is a Dangerous Concept

by Davis Brand Capital on January 21, 2010 in strategic

2010 is the beginning of a new era for business. We’ve mastered quality. Squeezed every drop out of…

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Micro-Pulse: How Small Touches Impact the Heartbeat of Your Brand

by Davis Brand Capital on November 6, 2009 in uncategorized

Think about all the brands you interacted with today. Nearly everything you have done so far today involved…

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Forget About Harley and Apple

by Davis Brand Capital on November 5, 2009 in uncategorized

Have you noticed that most conversations about branding inevitably include references to Harley-Davidson and Apple? Sprinkle in mentions…

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Bridge the Gap Between User Experience and Brand Value

by Davis Brand Capital on November 2, 2009 in strategic

If you run a business or are in charge of marketing one, you know that your Web site…

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Today’s Private Label is a Lesson in Branding

by Davis Brand Capital on October 28, 2009 in strategic

Private label is at something of a crossroads. Rising out of the shadows of its humble, “no-name” generic…

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The Stories Brands Can Tell in Social Media

by Davis Brand Capital on October 27, 2009 in strategic

Since its invention towards the end of the 20th century, the Internet has changed a great many things.…

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Brand is Not a Four-Letter Word

by Davis Brand Capital on October 21, 2009 in strategic

A few weeks ago, I had lunch with a friend prior to an evening speech. After some small…

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A CMO’s Dream Team

by Davis Brand Capital on October 19, 2009 in uncategorized

Chief marketing officers, like coaches and other leaders, who seek dream teams must assemble remarkable individuals to generate…

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Marketers Can Learn From Rio’s Olympic Victory

by Davis Brand Capital on October 14, 2009 in uncategorized

I happen to think that the folks who were in charge of the Olympics branding strategy in Rio…

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Your Room Isn’t Ready Yet

by Davis Brand Capital on October 8, 2009 in uncategorized

Sheraton is giving away free nights in dozens of its locations as part of a campaign to promote…

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Brands vs. Branding

by Davis Brand Capital on October 5, 2009 in strategic

Branding Is Dead! Long Live Brands?! Many pundits have declared the death of branding and it would be…

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10 Branding and Marketing Trends for 2010

by Davis Brand Capital on October 1, 2009 in cultural

Niels Bohr once noted that “prediction is very difficult, especially about the future,” but then he didn’t have…

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This Five-Letter Word Is Key to Marketing Success: B-R-A-N-D

by Davis Brand Capital on September 17, 2009 in strategic

While the concept of personal branding has taken off corporate branding seems to go in and out of…

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A New Sustainable Language for Business

by Davis Brand Capital on September 15, 2009 in strategic

Every so often the vocabulary of business adopts new words that filter into the mainstream business psyche. For…

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Is Customer Loyalty Dead?

by Davis Brand Capital on August 29, 2009 in strategic

Are you more loyal to brands than you were 10 years ago? Are there any businesses that provide…

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Branding No-Brand Brands

by Davis Brand Capital on August 28, 2009 in strategic

Street fashion designer Rick Klotz has announced that he’s going to forsake any brand logos or names on…

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20 Seconds To Live Or Die

by Davis Brand Capital on August 27, 2009 in strategic

When consumers make purchase decisions, they’re spending anywhere from 10 to 20 seconds – according to surveys and…

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The Democrats’ Ailing Propaganda Machine

by Davis Brand Capital on August 21, 2009 in uncategorized

Regardless of one’s political affiliation, one thing is clear.  Both sides of the aisle and their respective mouthpieces,…

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The Social Media Rules Are A-Changin’

by Davis Brand Capital on August 21, 2009 in strategic

Following a recent study, “Fortune 100 CEOs Are Slackers,” social media pundits have entered a heated, one-sided debate…

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A Brand is Not a Separate Thing

by Davis Brand Capital on August 19, 2009 in strategic

“If I am I because you are you. And you are you because I am I. Then I…

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Transformation Interrupted

by Davis Brand Capital on August 19, 2009 in strategic

According to market research firm Hartman Group, consumer loyalty is shifting — from products and brands, to the…

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Rebranding Branding

by Davis Brand Capital on August 17, 2009 in strategic

An old yet dominant definition of branding is emotion-driven storytelling in which the brand works to attract and…

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The Promise of Private-label Media

by Davis Brand Capital on August 15, 2009 in strategic

Just about every company has a Web site. But today, many marketers are going further. They are transforming…

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The Value of Real-Time Customer Care

by Davis Brand Capital on August 12, 2009 in strategic

One of the best parts of vacationing in a small town is visiting the local video store, where…

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Building a Brand vs. Building a Business

by Davis Brand Capital on August 10, 2009 in strategic

Are you building a business? Or are you building a brand? Silly questions, you might be thinking. Naturally,…

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Celebrate the Primacy of the Creative Marketing Heart

by Davis Brand Capital on August 6, 2009 in strategic

I got a recommendation from someone to read Martin Lindstrom’s book, “Buyology: Truth and Lies About Why We…

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How Successful Brands Live Their Difference

by Davis Brand Capital on August 5, 2009 in strategic

We live in a conversation driven world. Even if your brand is not an active user of social…

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To Live in Interesting Times

by Davis Brand Capital on August 4, 2009 in strategic

Consider for a moment that the humble Amazon product review can nullify millions of dollars of ad spend,…

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Starbucks’ 15th Avenue. Starbucks’ TED?

by Davis Brand Capital on August 3, 2009 in strategic

Remember how crazy, desperate United and Delta got when JetBlue started making cheap flights cool? With those nutty…

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Why Packaging Matters More Than Ever

by Davis Brand Capital on August 3, 2009 in strategic

Marketing researchers of note, Forrester Research and McKinsey & Company, recently conducted studies on the nature of consumerism…

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Break Through the Bottleneck

by Davis Brand Capital on July 31, 2009 in strategic

After months in development, the new product is ready for worldwide launch. The product manager tells the creative…

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Measuring Personal Influence

by Davis Brand Capital on July 30, 2009 in strategic

A popular blogger can create as much impact as a 30-second spot. Should personal influence be the next…

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Go Above and Beyond

by Davis Brand Capital on July 23, 2009 in strategic

Brands have a unique opportunity to understand how they can matter more to consumers by delivering beyond the…

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A Brand is Not a Separate Thing

by Davis Brand Capital on July 21, 2009 in strategic

A wise Rabbi once said, “If I am I because you are you. And you are you because…

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Behold The Digital Tribe

by Davis Brand Capital on July 17, 2009 in strategic

There is no centralized location in the digital world. Increasingly, digital content spans platforms and devices seamlessly, connecting…

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How to Grow Your Business When Everything Else Is Shrinking

by Davis Brand Capital on July 16, 2009 in strategic

Budgets continue to be slashed. Brands are disappearing. Media is getting more fragmented. The only thing getting bigger…

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Marketing, Memory and the Mind

by Davis Brand Capital on July 16, 2009 in strategic

Marketing people, and the minds of the people they are trying to in?uence, are often in con?ict. Unfortunately,…

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Responsible Consumerism and The Challenge of Real World Brand Building

by Davis Brand Capital on July 15, 2009 in strategic

In an economy as whacked out as this one is globally, the tired “customer is king” adage is…

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Branding and the Corporation: From Tone-Deaf to Pitch-Perfect

by Davis Brand Capital on July 14, 2009 in strategic

There are two kinds of brand: national and niche. National brands are their own planets. They have the…

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Differentiation Takes Place in the Mind

by Davis Brand Capital on July 13, 2009 in strategic

While the mind may still be a mystery, we know one thing about it that is for certain—it’s…

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Building Brand Runways

by Davis Brand Capital on July 9, 2009 in strategic

Marketers focus on their brands and customers as the family jewels–and they are. But there is another kind…

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American Design, California Style

by Davis Brand Capital on July 7, 2009 in uncategorized

As a concept, American design is very tangible. It’s unapologetic. It’s a roll-up-your-sleeves and get your hands dirty,…

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Own Your Story Again

by Davis Brand Capital on July 6, 2009 in strategic

Customer service is the new marketing because it is grounded in competency, people, and contact – all things…

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Continuity in Brand Packaging: When is it Important?

by Davis Brand Capital on July 6, 2009 in strategic

The recent debates about the redesigned Tropicana orange juice packages that made a brief appearance on the market…

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Right Place, Right Time – Free

by Davis Brand Capital on July 2, 2009 in strategic

One of the things that you probably learned by hanging out with me here at Conversation Agent is…

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The Yahoos At Yahoo

by Davis Brand Capital on June 30, 2009 in strategic

Word has it that Yahoo is going to debut new branding in the fall, courtesy of a newly-hired…

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Building Brands Online in the Post-Sales Market

by Davis Brand Capital on June 25, 2009 in strategic

Customers will talk about your company, its products and services, whether you want them to or not. And…

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The Trouble With Brands

by Davis Brand Capital on June 24, 2009 in strategic

What can consumer companies do to make sure that their brands aren’t among the losers? Our research revealed…

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Design Determines Results

by Davis Brand Capital on June 23, 2009 in design

I’m sure you’ve heard the definition of madness: Doing the same things over and over and expecting different…

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Why I Hate Social Media

by Davis Brand Capital on June 18, 2009 in strategic

At the risk of being branded a heretic or perhaps just being shown the door by my agency…

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What’s Left?

by Davis Brand Capital on May 21, 2009 in uncategorized

I read last week that Sprint is in talks to outsource its network, and it kind of got…

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Stop Posting Billboards on the Way to the Fair

by Davis Brand Capital on May 11, 2009 in strategic

There’s been a lot of talk lately about monetizing social networks. MySpace has swapped out much of its…

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The Cloud Shall Part

by Davis Brand Capital on May 6, 2009 in design

The way that “cloud computing” is marketed makes me expect a pitch for a deed to a bridge…

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Mexico’s Branding Nightmare

by Davis Brand Capital on April 29, 2009 in strategic

Salmonella. Drug violence. Now swine flu. You think Mexico’s development and tourism marketers are having a few sleepless…

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Pepsi’s Brilliant Branding

by Davis Brand Capital on April 24, 2009 in strategic

No, not its inane brand image campaign and logo nonsense. I’m talking about its announced intention to spend…

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Market Research Must Get Real, Not Ideal, Social Scientists Say

by Davis Brand Capital on March 31, 2009 in strategic

Research is useless. Some of it, anyway — if it does not reflect real behavior rather than theoretical…

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The Illogic of Sales

by Davis Brand Capital on December 26, 2008 in strategic

Isn’t sale pricing the antithesis of branding? Now that stores are in full-swing with after-holidays markdowns, discounts, red-liners,…

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Mainstreet Brands

by Patrick T. Davis on June 20, 2007 in strategic

The branding of cities may be popular. But fading corporate approaches don’t work when it is time to…

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Brand Spanking, New: Hospitable Hilton?

by Patrick T. Davis on June 7, 2007 in strategic

This won’t be nice, or gentle. It’s not meant to be. This is a brand spanking, and it…

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