Brand

Commentary
8:05 am
Wed January 2, 2013

How To Be Young At Age 135

Quaker Oats

As adults, we realize how different our world is today from that of our parents. And theirs from their parents. And there’s nothing like generational differences to kill off brands that don’t stay relevant with each new generation.

A critical aspect of marketing is making sure that a brand stays relevant to each new generation.

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Commentary
5:52 pm
Wed October 17, 2012

Cultural Change Changes Markets

I guess I can say now that I’ve seen it all. It was a big social step when New York City started giving away millions of condoms every year. But a recent story in the New York Times took things up another notch. 

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Commentary
7:40 am
Wed October 10, 2012

Firestone: the Phoenix

Vladislav Kochelaevs fotolia.com

If you need one more sliver of evidence of the value of brand equity, consider Firestone. 

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Commentary
7:50 am
Wed October 3, 2012

Avis Quits Trying

My Space?
goodluz fotolia.com

The "Avis: We-Try-Harder" campaign has identified the brand for fifty years in a category with no other indelible advertising identity. 

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Commentary
7:35 am
Wed June 6, 2012

Too Many Changes At Once Seldom Works

“Change” is a powerful word. 

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