Targeting the correct group of consumers is critical to successful frand development. Attempting to launch a marketing campaign to target everyone is not an effective strategy. Focus on the specific traits that determine the ideal consumer for your business.
Once upon a time, feminism was a clear-cut moral and social imperative and sheer common sense. Now the F word means rants on New Feminism, embodied feminism, Miley Cyrus and rebranding. It's a commodity. Ad agency fodder.
Rebranding a company is hard. Many try, many fail -- including big-name brands with years of business experience. If your company is still operating the same way it did when it launched, it's stagnant.
Yesterday Santa Claus announced that children should not expect a visit from him this Christmas, and that all production will be outsourced to China. This outsourcing eliminates legal issues that bedeviled the North Pole-based conglomerate.
It would seem a stretch to believe that, with all they're doing to wage war on women, conservatives would think that women would vote for them in droves -- if only they truly understood the conservative message.
The newly merged and rebranded BOOM!Health organization will serve over 8,000 New Yorkers and will become one of the most comprehensive community-based service providers in the United States led by people of color.
At the core of relevancy is the basic understanding that the audience for the brand really matters, not the other way around. In an age of supporter shift, nonprofits must figure out how to make their brand promise relevant to different generations that have varying needs and perspectives.
When I got the message that my business was going through new and different challenges, I decided that I should have had a plan B to fall back on. Then after about six very long months, I decided to reinvent my personal brand.
How important is it to control your brand's message online? Just look at McDonald's in Canada's "Our Foods. Your Questions" website, which pulled back the curtain to address one customer's question about why their food looks so good in ads, and not so good in real life.
I'm proud to be a leader at a company that has evolved from one man's belief in self-improvement into an international performance-improvement training company that has serviced some of the most influential business leaders in the world