Posts Tagged ‘Brands’

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 […]


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 […]


Brands are more interesting when they explore the edges of the world around us, rather than reflect mainstream convention.  Conformity fails to provoke appraisal and consumers are more engaged by distinctive experiences. Be unconventional.



Ad Age indicate the Brands with the highest ad spend in 2010, by category. Along with useful social media performance tables: Here



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