David A. Gravelle
If you have done as many branding projects as I have in so many different situations, you get what my Granddad used to say, “sounds like wisdom, but feels like battle scars.” What makes many of these seemingly disparate projects comparable is that the branding system was constant. The results were, of course, very different.
I once had the CEO of one of the largest telecommunications companies in America tell me at the conclusion of a workshop, “You have no idea what you just did. Our senior team hasn’t agreed on one single thing since the cell phone weighed 4 pounds. Now I feel like we have a way of making rational decisions about stuff where we have just been really guessing.”
Here are a few simple ideas on how branding can shine a light on a dark road.
Howard Schultz – Part Trois
Such is the power of branding. Schultz left, came back, and has now come back to reenergize a brand that has floundered with digital-based customers that go through the drive thru-70% of all orders- and don’t come in.
NEXT NORMAL LOTTO
NEXT NORMAL LOTTO Most marketers are having nightmares about what consumer behavior will emerge as the pandemic slowly gets solved. I think it will be solved -this is America after all-although the journey will probably be bumpy. Here is-drum roll please-a list of pureD guesses about the shake out. Office… Read more »
The COVID Blues
The COVID Blues I went down to Saint James Infirmary To see my old lady there They said that she’s got the Covid Do you have BlueCross or Medicare? OVERVIEW To say the past 4 months has been revolutionary is an understatement. First, in 24 short hours, the global pandemic… Read more »
WHAT OR WHO WILL AMAZILLA EAT NEXT?
‘Zilla will offer three hour grocery delivery to it’s Prime customers. Surprised? Me neither.
THE AMAZILLA EFFECT
Can anybody stand in Amazilla’s way?
AMAZILLA DEVOURS WHOLE FOODS
AMAZILLA GOES TO THE GROCERY STORE
CULTURE AS COMPETITIVE WEAPON
Need a demonstration of how the culture of the brand can reflect performance? Check out the airline category.
BRAND INTEGRITY: PART DEUX
A brand with control of these elements-plus great creative and design-and has the courage to stick with it, will prevail.