The Next Powerhouse Global Tech Brand - What Fast Growing Xiaomi Could Learn from Samsung (And Why Samsung Should Be Afraid)

on Wednesday, 20 August 2014. Posted in Brands

Recent, voluminous coverage by the American business press has taught us the Chinese word for rice, “mi,” and the brand that uses this humble grain as its lead product brand and in its company name, Xiaomi (pronounced she-yow-me). According to Bloomberg Businessweek, Xiaomi is “the world’s fastest-growing cell phone maker” (6/14/14). While unfamiliar to most Western consumers, Xiaomi has quickly taken the lead from Samsung in the smart phone category in China and has its sights firmly set on global markets.

Jimmy Fallon’s Tonight Show Debut: A Brand Identity Master Class

on Wednesday, 26 March 2014. Posted in Brands

Summary: On February 18, Jay Leno’s 22 year run as the host of NBC’s The Tonight Show came to an end as Jimmy Fallon stepped onto the historic New York stage for the first time. he results are spectacular. Fallon debuted to the largest audience The Tonight Show had seen since Johnny Carson’s farewell broadcast in 1992. 


Our view is that there is more to Fallon’s success than a talented entertainer who intuitively knows his audience. Here’s our take on the Jimmy Fallon Tonight Show ‘brand’ using the Brand Amplitude Brand Identity Model as a framework for analysis. 

Do Customers Really Need to Be Convinced Your Brand is Best to Win Their Loyalty?

on Thursday, 21 November 2013. Posted in Brands

Summary: Many marketers use brand preference and brand loyalty interchangeably. In reality, they are not the same. Many loyal customers buy for reasons other than preference. Convincing customers your brand is superior to the alternatives may not be a requirement for creating repeated purchasing behavior.

Value Proposition, Brand Identity, and Positioning: Why Your Brand Needs All Three

on Tuesday, 15 January 2013. Posted in Brands

In the business of marketing, words matter. Sadly, marketersdisagree over baisc brand terminology. Through overuse, the terms‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and‘identity’ lack precise definition. The confusion makes strategic thinkingabout brands more difficult and undermines marketers’ credibility. If marketerscan’t agree on basic terms and frameworks,how serious can the business ofbrand strategy be?


Brand Audits: Three Rings to Rule Them All

on Monday, 26 November 2012. Posted in Brands

The simplest models often work the best - BCG’s Growth-Share matrix, a SWOT analysis, an organizational chart. These models work because they distill tons of information, identify what’s important and are easy to grasp.

Our favorite model for identifying brand strengths and weaknesses – the 3-Circle Model – is stunningly simple, too. It involves just three overlapping circles representing the brand, customers and competitors. Mapping the intersections of customer desires, brand capabilities and competitive strengths allows strategists to classify and prioritize different types of ‘value’.

Name Games: Ten Reasons to Revisit Your Brand Architecture

on Friday, 20 July 2012. Posted in Brands

If you have ever named a boat, a pet or a child, you know how difficult it can be to choose the right name. Despite the importance of the decision, the process seems hit-and-miss and there seem to be few guidelines for getting it right. After agonizing over lists of alternatives, you reject all but one, with no sense of certainty. Later the name seems inevitable - how could you have considered any other name?

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