The wisdom of David Ogilvy lives on in this reminder to client side marketers... How To Be A Good Client: 1. Emancipate your agency from fear. 2. Select the right agency in the first place. 3. Brief your agency very...
Topics: Advertising, David Ogilvy, Derrick Daye

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18. Don’t relocate your factories Reducing cost prices is vital in the mass consumer markets, and this often means relocating factories. Luxury management does not apply this strategy. When someone buys a luxury item, they are buying a product...
Topics: BMW, Branding, Derrick Daye, JN Kapferer, Louis Vuitton, Luxury Branding, V. Bastien

{"title":"The Anti-laws of Luxury Marketing #18","post_url":"http:\/\/www.brandingstrategyinsider.com\/2009\/11\/the-antilaws-of-luxury-marketing-18.html","feed_url":"http:\/\/feeds.feedburner.com\/BrandingStrategyInsider","author":"ddaye","date":"2009-11-15 22:17:40","summary":"18. Don\u2019t relocate your factories Reducing cost prices is vital in the mass consumer markets, and this often means relocating factories. Luxury management does not apply this strategy. When someone buys a luxury item, they are buying a product..."}

An acronym is a pronounceable word formed from the initial letters of a name (WAC, for Women's Army Corps), or formed by combining the first parts of a series of words (RADAR, from Radio Detecting and Ranging). As these examples...
Topics: Branding, Geico, Nabisco, Naming, Qantas, Steve Rivkin

{"title":"Brand Naming and Acronyms","post_url":"http:\/\/www.brandingstrategyinsider.com\/2009\/11\/brand-naming-and-acronyms.html","feed_url":"http:\/\/feeds.feedburner.com\/BrandingStrategyInsider","author":null,"date":"2009-11-15 11:49:14","summary":"An acronym is a pronounceable word formed from the initial letters of a name (WAC, for Women's Army Corps), or formed by combining the first parts of a series of words (RADAR, from Radio Detecting and Ranging). As these examples..."}

Names not just "are," they "do." As a part of language, names identify a business or brand, but also subtly suggest certain types of action. To explain, we must wade into the pond of language. Scholars have pointed out that...
Topics: Naming, Steve Rivkin

{"title":"The Language Of Brand Names","post_url":"http:\/\/www.brandingstrategyinsider.com\/2009\/11\/the-language-of-brand-names.html","feed_url":"http:\/\/feeds.feedburner.com\/BrandingStrategyInsider","author":null,"date":"2009-11-13 21:10:00","summary":"Names not just \"are,\" they \"do.\" As a part of language, names identify a business or brand, but also subtly suggest certain types of action. To explain, we must wade into the pond of language. Scholars have pointed out that..."}

If you were a first-time visitor from Mars and you happened to drop into a marketing meeting somewhere in the United States, you might assume that marketing people do nothing but talk about "TGIF." That's Twitter, Google, the internet and...
Topics: Acer, Acustek, American Airlines, Branding, Branding and Social Media, Burger King, Chevrolet, Chrysler, Citibank, Citigroup, Coke, Costco, Dell, Delta, DHL, Euromonitor International, Facebook, Fedex, Ford, Full Throttle, General Motors, GM, Google, HP, IBM, In-N-Out Burger, KMX, Lenovo, McDonalds, Pepsi, Red Bull, Salomon Brothers, Sears, Tab, Travelers, Twitter, United, UPS

{"title":"Social Media Not The Answer For Weak Brands","post_url":"http:\/\/www.brandingstrategyinsider.com\/2009\/11\/social-media-not-the-answer-for-weak-brands.html","feed_url":"http:\/\/feeds.feedburner.com\/BrandingStrategyInsider","author":null,"date":"2009-11-12 21:10:00","summary":"If you were a first-time visitor from Mars and you happened to drop into a marketing meeting somewhere in the United States, you might assume that marketing people do nothing but talk about \"TGIF.\" That's Twitter, Google, the internet and..."}