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branding and lori deschene

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Branding: a means of distinguishing one firm's products or services from another's and of creating and maintaining an image that encourages confidence in the quality and...; Branding definition on BNET »

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How to Create a Successful Business Widget: Consumer review site Rate It All explains the Long Tail is getting longer, making it increasingly important to deliver your Web service to consumers where they are. Enter widgets. Newsweek predicted 2007 would be the year of the widget, and they certainly garnered a lot of attention with over 87 million people using 239 million widgets during...; Tags: Channel management, Branding, Lori Deschene, widget, Jay Adelson, Web; Blog posts 2008-01-03
The Mismanagement of the Knicks Franchise: Want to learn how not to screw up a fantastic opportunity to manage a well-known and much-loved brand? Take a pointer or two from The Knicks' management. MSNBC broke it down nicely, explaining how the New York Knicks are becoming "the biggest punchline in American sports." Management deals...; Tags: Lori Deschene, Knicks; Blog posts 2007-12-13
Tattoos as Ads; Really? Still?: Advertisers and entrepreneurs have long seen the human body as a potential bill board. The sandwich board and branded clothing are child's play in comparison with the Australian-based TelePAK ad vest, which boasts a TV that runs advertising spots. And let's not forget the man who received a $30,000 offer after posting his forehead...; Tags: Corporate governance, Branding, Lori Deschene, Dunlop, tattoo, advertisement; Blog posts 2007-12-05
How Passionate People Grow Brands Others Passionately Want to Fail: As the public grows more aware of the environmental impacts of purchasing decisions, it's becoming controversial to buy bottled water -- not to mention unnecessary if you choose the purified type as opposed to glacial or spring; anyone can make it with a filtration system. Coca-Cola's SmartWater is just that, but with added electrolytes. While celebrity...; Tags: Sales strategy, Branding, Lori Deschene, SmartWater, bottled water, Coke, brand; Blog posts 2007-10-31
Local Brands Win in Emerging Markets: It's not easy to go up against an established brand, but in emerging markets, consumers are looking for more than just a well-known name; they're looking for the best bang for their buck (or yen or peso...). Young & Rubicam's BrandAsset Valuator survey looked at 10 emerging markets and identified their most...; Tags: Marketing research, Branding, Financial services, Lori Deschene, emerging market, brand, Young & Rubicam; Blog posts 2007-10-25

How Can You Advertise to Children Responsibly?: The American Psychological Association found that children under 8 digest all commercials in the same way -- whether it's Barney or Matt Lauer, it's all the same, and it's all fact. If children can't understand the difference between fact and persuasion, is it fair to try to influence them? ...; Tags: Marketing research, Brandweek, Lori Deschene, advertisement, brand, marketing; Blog posts 2007-10-19
The Violent World of Soft Drink Distribution: In retail stores, certain shelf space is like prime real estate, while other spots are a little less desirable. Coke and Pepsi know they're at war, and their men in the trenches are prepared to fight. Recently, two delivery men -- one from Pepsi and the other...; Tags: Lori Deschene, beverage, Coke, PepsiCo; Blog posts 2007-10-16
Would a Chevron Documentary Inspire You?: Chevron's new global corporate image campaign, "The Power of Energy" may aggravate people with its overarching heart-string pulling. (Shot documentary-style with "an earnest voice-over" by indie actor Campbell Scott, the commercials should be dramatic. One of the spots even features a double amputee as a symbol of "the greatest source of energy in the...; Tags: Lori Deschene, Chevron Corp.; Blog posts 2007-09-28
How to Build Brand Loyalty in a Niche Market: The blogosphere is a-buzz today with talk about Nike's new Air Native N7 -- a sneaker specially designed for Native American feet, which are wider and taller than the average foot. The N7 is expected to accomplish quite a bit. Not only will the shoe combat obesity and diabetes (all...; Tags: Globalization, Branding, Blogging, Lori Deschene, brand loyalty, Nike Inc., Air Native N7, Native American, brand; Blog posts 2007-09-26
Tag(line) -- You're It; Epitomize Your Brand: Why do taglines fail to be effective? Brandweek claims to have the three-part answer: Out of laziness, advertisers often just repeat what's written in the ad. Advertisers don't find the product's unique selling proposition and don't choose a tagline that epitomizes the brand. Sometimes, a tagline isn't...; Tags: Branding, Lori Deschene, tagline, La-Z-Boy CMO, brand; Blog posts 2007-09-11
Make Your Brand More Interactive and Responsive: AdWeek ran a feature article, "How Consumers Help Build a Brand's DNA," that details how some companies use interactive marketing strategies to identify and then respond to customers' wants. Some examples include: BMW found during a cross-country promotional tour that Mini Cooper owners didn't like their car's cupholders and front-seat mechanisms. The company responded...; Tags: Branding, Marketing research, Lori Deschene, brand, marketing, Jungle Jim; Blog posts 2007-08-31
What Does the Female Boomer Consumer Want?: The Gap tried and failed (with their Forth & Towne division) to attract baby boomer women, and now Ann Taylor's taking a stab at it. It's no secret baby boomers have money to spend -- Ad Age estimates the demographic's spending power at 1.7 trillion -- but the question seems to...; Tags: Gender and diversity, Branding, Brandweek, Lori Deschene, boomer, baby boomer, Towne, Ann Taylor, women, Boomers; Blog posts 2007-08-27
A Lesson in Branding: How Apple Appeals to Teens: A recent Business Week article took a look at Apple's imprint in the teen market since Gen-Y fell in love with the iPod, presenting some interesting tidbits about Apple's appeal: CNW Marketing Research found that 70 percent of teens think an iPhone will impress...; Tags: Digital music, Marketing research, Digital media, marketing technique, branding, Lori Deschene, CGM, brand, Apple Inc., marketing; Blog posts 2007-08-22
What to Do if Your Product Catches on Fire: Passengers evacuated from a China Airlines plane that caught fire at an Okinawa airport complained the flight crew provided poor evacuation instructions. Perhaps the flight crew should take a lesson in competency from the maintenance staffers who meticulously whited-out the company's name and logo on the burnt aircraft's remains. That's right. The...; Tags: Policies and procedures, Branding, Lori Deschene, China Airlines, accident, flight crew; Blog posts 2007-08-23
How Sony Competes Without Lowering Prices: In one of our feature packages, we highlighted how some companies generate profits without competing on the basis of price. It looks like Sony may have paid attention. With HDTV equipment prices above the competition, the company needed to do something to keep customers loyal. (Although the 2007 Brand Keys Customer Loyalty Index found the company...; Tags: TVs, TV & Home Theater, Lori Deschene, Sony Corp., HDNA, HDTV; Blog posts 2007-08-22
Does Your Company Go Both Ways?: There's an interesting post on MSNBC's Ads of the Weird blog today about Levi's 501 jeans and their latest commercial, made in two versions: one that brings a mystery woman to the man in 501s -- for straight audiences -- and one with a mystery man -- for gay audiences. The gay rendition...; Tags: Marketing research, Lori Deschene, Levi Strauss & Co., advertisement; Blog posts 2007-08-21
Will Your "Made in China" Label Kill Brand Loyalty?: Amid all the recalls of Chinese-manufactured products -- from pet food to toys to seafood to tires -- companies are starting to ask the question: does a "Made in China" label equal brand suicide? Considering that 60 percent of all products recalled in the US this year were from China,...; Tags: Branding, brand loyalty, Lori Deschene, brand; Blog posts 2007-08-10
Stay True to Your Strategic Core: Imagine this: your company's markets itself as a purveyor of healthy, simple meals. Your soups are low-sodium, you educate consumers about whole grains on your website, and you partner with the American Heart Association to help wipe out heart disease. You've also been selling luxury chocolates for 40 years, bringing...; Tags: Lori Deschene, Campbell Soup Co., Godiva, strategy; Blog posts 2007-08-10
Lord & Taylor: Rebranding the Grand Dame of Department Stores: Lord & Taylor announced that its new $10 million rebranding campaign will position the chain as "unapologetically classic with a multigenerational attitude." After a slew of store closings, America's oldest department store hopes to reinvigorate its brand by bringing in a younger clientele while retaining its existing well-heeled but older...; Tags: Retail, Lori Deschene, department store, Lord & Taylor, retail company; Blog posts 2007-08-08
Is Your Brand Interactive Enough?: A new brand study report indicates interactive brands, like Google, Apple, and Microsoft, are better liked by global consumers than some other American powerhouses, including Coca-Cola, McDonald's, and Nike. Nearly half of the 33 US brands studied showed year-over-year decreases based on three considerations -- familiarity, likability and the likelihood...; Tags: Branding, Lori Deschene, brand; Blog posts 2007-08-03