Corporate giants of consumer goods are increasingly turning to corporate branding to strengthen their position in the hearts and minds of consumers worldwide. Johnson & Johnson, one of the top corporate brand leaders, has just debuted its new corporate campaign to shareholders at their April annual meeting. This is the..
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Don’t you want to ask Carnival executives what they are going to do to reverse their deplorable situation? In a recent poll, very few mentioned going on a cruise as one of their dream vacations and most know the reason. Thanks to all the publicity about Carnival’s disasters recently you..
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The airline industry has generated its share of controversy lately in the branding world with the new American Airlines spots and now the new campaign that Southwest Airlines has launched for March Madness. American Airlines launched its new campaign the first of the year with great fanfare just prior to..
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In January, Research In Motion, a Canadian company, announced it would officially change its name to Blackberry and the ticker name would reflect this change and be known as BBRY and not RIMM. It’s no secret in the business community that Research In Motion is in trouble. The company was..
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Isn’t it interesting that some B2B marketers think that branding isn’t important to their corporations’ success because the business audience doesn’t buy into “fluff”. Call them misinformed, but some believe the talk about “brand promise” is reserved for the consumer product market where trends can influence what will resonate with..
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A few years ago Comcast, one of world’s largest cable companies, rebranded some of its products to Xfinity and were ridiculed on many marketing blogs for the disaster it created. In 2010, Time Magazine actually ranked it #1 in its list of the worst corporate name changes. Why was it..
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We all know the famous Italian restaurant chain, Olive Garden. It’s been around awhile and touts a family dining experience in the “Old World” Tuscan style. It’s probably more popular in the Midwest than other parts of the country because it took longer to get there, but it is one..
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American Airlines just announced its merger with US Airways on Valentine’s Day to make it the largest airline in the country. This is one more sign that the airline is trying to compete more effectively with Delta and United and change its course for bluer skies. The announcement closely followed..
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Each year marketing executives evaluate their brand’s position and consider rebranding for a multitude of reasons. One of the best in my opinion is because the brand is not as relevant to a company’s core business as it used to be and a refresh is needed to accommodate new business..
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We’ve heard the phrase, “Nobody’s perfect.” And it’s true. I’m not perfect. You’re not perfect. It is human nature to be flawed. It’s part of what attracts us to one another. Our quirks. Differences. Characteristics that set us apart – and in many ways make us memorable. I thought about..
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DAAKE (dĕy-kēy) is a marketing communications and design agency that specializes in rebranding.