The three Pilars of Brand Confidence

By Debra Dejong / September 5, 2018

Just think of the long lines of fans waiting until they could get the latest iPhoneor Harry Potter novel they crave. It tells you that consumers do a lot (and fork out a lot of money) to get the brand article they want. It’s what marketers call “brand love”. Every company wants to have a brand that customers not only like, but also love. In marketing terms, brand love is based on three pillars, which are: relevance, trust and identification.…

Heineken’s Logo Is Under Fire In Hungary – For All The Wrong Reasons

By Dan Lavie / April 16, 2017

The Hungarian governmentwants to ban Heineken’s iconic logo since it is “communist” due to its red star. It is part of the government’ “moral duty” to crack down on the commercial use of Nazi or communist symbols such as swastikas, hammer and sickles, or a red stars. The reason given is respect for the victims of the Holocaust and communism. Heineken’s red start has therefore seen as “an obvious political meaning”.  Heinekenis looking at a fine of Euro 6M. But…

The Hadølf Table – The Irony of IKEA’s Righteous Indignation

By Dan Lavie / December 17, 2015

IKEA is Not Amused. The reason is clear: the appearance of a fake IKEA advertisement promoting a table with a questionable design. The so-called “Hadølf” table top is shaped like a swastika. The picture, claiming to be from an Italian IKEA catalogue, went viral in Germany. IKEA has announced that it will take legal action against the prankster who made the controversial ad. A spokesperson of the Swedish company went on record and stated in the German newspaper Berliner Zeitung:…

How Wrong Translations Can Harm Your Brand – the LiLo Story

By Dan Lavie / May 10, 2015

Lindsay Lohan aka LiLo is constantly trying to boost her personal brand; not without reason. Her latest effort however completely backfired. Trying to be profound and inspirational, she posted some “inspirational quotes” in Arabic along with the caption in English. (Without consulting a native speaker; a mistake that many companies make as well!) The result? Logan’s well-intended quote “You’re beautiful” translated into “You’re a donkey.”More the pity since LiLo obviously leveraged on the Arab proverb that refers to  a donkey. Her Instagram…

The power of Facebook – the Pears soap campaign

By Dan Lavie / January 9, 2010

Pears clear soap is a product consisting of a 221-year-old formula. It is also the world’s first registered brand, and boasts a loyal customer base. Recently, Pears decided to change its age-old formula, changing and extending the number of ingredients and adding chemicals. The original Pears soap contains just eight ingredients, including rosemary and thyme extracts and “Pears fragrance essence”. The new soap replaced these with 24 new ingredients. Customers labeled the new soap as “smelling and feeling disgusting”. The…

Eliot Spitzer’s tarnished brand – can he remarket himself?

By Dan Lavie / March 13, 2008

The Eliot Spitzer scandal will keep on mesmerizing us for some time to come.For marketing and PR professionals, the big question is if and how Spitzer will reposition himself.Over the years, he has been building his own brand as Mr. Clean and the Sheriff of Wall Street.During his tenure as state attorney general he took on the insurance, mutual fund and securities industries, including a high profile and still unresolved case against former NYSE boss Dick Grasso.He was even pegged…

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