Dominant brands shape perceptions of a category

23Jan17

Where one brand is clearly perceived as the leading example within its category, with a dominant market share, it may also shape perceptions and expectations for the whole category. A signature hallmark of Levi’s 501 jeans is the use of metal rivets; made of copper or aluminium. Many people think all competing jeans come with […]

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Tags: Brand, Brands, Consumer Perception, Dyson, Jesper Norgaard, Kingfisher, Land Rover, Levi's, Research

Marketing Conspiracy Theory for Brands

19Jun13

The Premise: Brands benefit from elevating themselves into a position of iconic leadership, becoming brands that are celebrated because of their engaging belief and distinctive appeal.  People want to engage more and will pay more for brands that are celebrated as desirable and different. To help build a cult following (and this doesn’t imply a […]

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Tags: Brand, Brand Conspiracy, Brand Strategy, Brands, Marketing Conspiracy Theory

Planning tools for brand strategy and consumer marketing

12Jan11

A collection of some of my planning tools: BrandStars A brand mapping and positioning tool. This brand system must have something going for it; 80,000 readers and going strong. Brand Matrix A competitive set brand matrix Model For Marketing To Teens This model identifies four consistent elements of successful marketing campaigns to teenagers. Brand Ignition […]

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Tags: Account Planning, Brand, Brand Strategy, Marketing, Planning, Planning Tools

BrandStars – Brand Mapping Tool Update

30Mar08

I launched the BrandStars brand mapping tool on Slideshare around 7 months ago. I’ve been very pleased with the level of interest and recommend using Slideshare to distribute ideas and presentations to planners and marketing people worldwide. The Link for BrandStars So far 11,417 people have viewed the document, with 2,475 downloading a copy.

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Tags: Brand, BrandStars, mapping, Slideshare, Sugrue

Thinkbox Seminar: TV and the Brain: How creativity wins

01Feb08

Thinkbox are holding a seminar entitled TV and the Brain: How creativity wins. I attended a seminar by Millward Brown a couple of years ago on a similar subject. It appears Millward Brown have continued to develop their thinking in this area, as they will also be presenting at the Thinkbox event with further brain-related […]

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Tags: Brain, Brand, Creativity, Thinkbox

Google Logo Etiquette

29Jan08

I know planners can be rather an odd bunch, I guess it’s our natural curiosity and wish to collect and compare things; ideas, information, insights etc. I use Google every day, like most of you I’m sure. But I actually check Google for its branding every day. Doesn’t that sound a little odd? Well, here […]

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Tags: Brand, Google, Logo