When a brand’s strength is tied to a real person–when it is a celebrity brand–its fortunes rise and fall with that person’s reputation and behaviors (see Osama bin Laden, Michael Vick, Tiger Woods). In the case of the Livestrong brand, Lance Armstrong’s “doing the dirty” complicates his business and his charity.
The Livestrong brand is tightly [...]
Al Qaeda is making headlines again. We had covered the death of the Al Qaeda brand for Forbes over a year ago.
As the presidential candidates argue about what happened in Libya, Stratfor, an intelligence analysis group, has written a great article on Al Qaeda’s brand architecture mess. As Al Qaeda fades as a brand, other [...]
The article I wrote for Forbes earlier this summer, “The Democrats Have A Big Branding Problem, As Does Obama,” talked about how Obama is “more defined by what he is not.” Bill Clinton’s speech last night showed that he, not Obama is a master at branding.
In one simple line, he repositioned the Democratic Party and [...]
The ruling that Samsung stole technology from Apple could devastate the Samsung brand–but it may prove just as destructive to the Apple brand.
Already media wags have been calling the Android phone leader “Samesung.” But Apple could be starting down the path brand ruin. Today Apple has a reputation for being cool and creative, but how [...]
AIG is returning to its old name, finally correcting a an ill-considered and ineffective name change.
Here’s what we said back in 2009:
“AIG is trying to outrun its old reputation by adopting a new brand. Will it work? Most people aren’t buying it. The entity, formerly known as AIG, is firmly attached to its reputation of [...]
Transportation Secretary Ray La Hood sent Toyota stock into a nosedive two years ago when he told a congressional House Appropriations subcommittee, “My advice is, if anybody owns one of these vehicles, stop driving it.”
Jay Leno quipped, “Things are not looking good for Toyota. In fact, today, two crash test dummies refused to get in [...]
Alec Baldwin has “apologized” for his boorish behavior on a recent American Airlines flight by slamming the airline’s service, claiming: “Filthy planes, barely edible meals,” making “air travel experience as inelegant as possible,” and making “flying a Greyhound bus experience.”
Predictably, a Greyhound representative has fired back: “I don’t know if he’s ever been [...]
Been There. Done That. Bought The T Shirt.
The “Occupy Wall Street” movement has spawned a brand: the “Occupy” brand. Since the start of demonstrations a month ago, we’ve seen “Occupy Times Square,” “Occupy Atlanta,” and “Occupy San Francisco” spring up. We also have “OccupyTogether.org” as an unofficial hub for other “Occupy” activities, and “OccupyEverything.org” [...]
David Boorstin, a noted expert on brands and society, politics, culture and business, has an interesting take on the rise of Herman Cain and the 9-9-9 brand. We’ve had candidates who have effectively used marketing principles, but this is the first time we have a candidate who is himself a master marketer. Read David’s article [...]
Milton Kotler, the preeminent marketing pioneer in China, updated me on Chinese brands. They may not be taking over the American market, but they are most definitely growing outside of China. Here are Milton’s observations:
“Consumer brand management is making headway in the domestic China market and developing countries,even in Europe, with apparel, appliances, computers, white [...]