Branding Strategy Insider

Branding Strategy Insider is dedicated to helping marketing oriented leaders and professionals build strong brands.

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1: Facebook replaces personal email Question: Google has it, Hoover has it (in the UK anyway), TiVo had it, lost it and has somewhat got it back. Xerox had it, but nobody really cares anymore. So what is it? It's...
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16. Keep celebrities out of your advertising In traditional marketing, stars of stage and screen are very often used in advertising: there is nothing like a David Beckham for selling sunglasses or shaving cream. Nestlé has also got in on...
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One of the typical questions marketing people ask themselves is, What’s the lifetime value of a customer? Presumably a company benefits by keeping its customers satisfied over an extended period of time. Nice idea in theory, but this kind of...
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X-13D? What kind of name is that for something you pop into your mouth? Doritos turned naming conventions upside down with its savvy plan in 2007 to generate buzz – and, oh yes, a new name – for its new...
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You've just found out the name you want for your brand is owned by somebody else. So, the temptation is to say, "Let's move on." Not so fast. Names are property, and can be bought and sold (or leased) like...
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