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Brand Equity

Strange Bedfellows

Michael Ramah | Posted 10.29.2014 | Business
Michael Ramah

From doxxing (releasing of personal information, including home address and telephone numbers) to death threats and coordinated campaigns of bullying and harassment, it seems that any dissent or disagreement -- no matter how measured or mild -- can be met with nuclear levels of anonymous, shadowy malevolence.

Brave New Marketing World: From Chaos to Order

Tom Doctoroff | Posted 09.24.2014 | Business
Tom Doctoroff

The digital revolution has intensified the clash between the top-down and bottom-up brand-building models: the former is fueled by clarity of message, which is articulated by the manufacturer; the latter is unpredictable, on the street, of and for the people.

Twinkies -- A Sweet Brand

Anne Zeiser | Posted 09.17.2013 | Media
Anne Zeiser

Why has Twinkie become the ever-surviving cockroach of unhealthy snacks and desserts? Because of its almost-unparalleled brand equity. Despite trends toward health-conscious foods or gourmet expressions of guilty pleasures, the Twinkie is a brand master.

Back to the Future: Remastering the Timeless Art of Brand Engagement

Tom Doctoroff | Posted 08.16.2013 | Business
Tom Doctoroff

A beautiful brand idea is invisible, but possesses the gravitation force to unify messages across an exploding array of media, geography and cultures. The brand idea is more than a theoretical abstraction. It remains the lynchpin of consumer loyalty.

How to Build Social Brand Equity by Giving It Away

Beverly Macy | Posted 08.27.2012 | Business
Beverly Macy

I'm often asked how to create big brand equity. My best answer is "give it away."