Ben & Jerry’s Strikes Again – This Time with Anti-Trump Ice Cream

By Debra Dejong / November 10, 2018

Ice cream maker Ben & Jerry’s has added a new flavor – the “PeCan Resist”. The company (part of Unilever) is the first to admit that it is an anti-Trump ice cream. This kind of statement fits the brand. The name “PeCan Resist” is a clever wordplay merging the word “pecan” (the nut that is part of other ice cream flavors) with “We Can Resist”, the social movement. By supporting the “We Can Resist” movement, the ice cream maker support…

The Three Key Elements to Build Brand Love

By Debra Dejong / October 6, 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. …

What Companies Can Learn From Museums When It Comes To Branding

By Dan Lavie / November 18, 2017

If we look at brands, museums don’t immediately come to mind. More the pity, since museums have strong and valued brands. That’s why companies can learn a lot from their brand success. When we compare the brands of companies with those of museums, we see that the latter have a better reputation. Professor Cees Van Riel of the Erasmus University Rotterdam conducted extensive brand and reputation research in ten countries. Not surprisingly, the Louvre in Paris, France has the best…

Branding Santa – A Hilarious Marketing Lesson from UK Agency Quietroom

By Dan Lavie / December 20, 2013

Santa Claus has been a household name for centuries, featuring on greeting cards and product packaging, and appearing in ads, movies and TV shows. So what if Santa decided to (re)brand himself like any other enterprise? The creative minds at Quietroom, a UK branding agency, made a presentation that explains in detail what the new *Santa* brand is all about. But apart from being a wonderful spoof, it also teaches us all the elements of today’s branding policy. It’s especially…

Guideline for Conducting Your Own Marketing Audit

By Dan Lavie / July 25, 2011

You put a lot of effort in your marketing, so you want to know how you are doing. A marketing audit will show how you are performing. Following is a guideline on how to conduct a marketing audit. 1. List all the social marketing media you use: Website Blog Forum LinkedIn (corporate page, own group) Xing (corporate page, own group) Facebook (corporate page, groups) Twitter Newsletter Webinar White papers Articles 2. List your target audience for each one: Customers/clients Potential…

Branding Rutland – a lesson in branding a small town

By Dan Lavie / July 29, 2008

Branding is an art – it tries to capture the heart and soul of a product, service or organization, making it highly recognizable if not unforgettable. Brand loyalty is the key to successful companies such as Proctor & Gamble, Unilever, Coca-Cola, and General Motors (to name just a few). Countries and cities are entities trying to brand themselves: “I love NY” and “What goes on in Las Vegas, stays in Las Vegas” are two slogans that made the cities they…

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