Archive for the ‘Brand Strategy’ Category

Let’s Make Money Like There is a Tomorrow

Posted by Julie | April 22nd, 2010

Today is Earth Day and I am speaking at Bentley Time Leadership Forum on the topic of  Accountable Leadership and the business of healing our world.

This is the first time I’ve spoken explicitly on the topic of Virgin and Accountability and it coincides nicely with the publication of Virgin Group’s Corporate Sustainability and Social Responsibility Report which can be downloaded here.

In case you are not in Waltham today, here are the highlights of my talk. I’m looking forward to some healthy debate on the topic.

Big Caveat…I am not a sustainability expert (and was not intimately involved in writing the Virgin report), so I am attacking this from more of a branding/marketing angle. If you are looking to discuss carbon footprint, greenhouse gasses and the benefits of local vs. global sourcing…stop reading now.

If you are curious about the things that guide Virgin’s approach, and could be applicable to other brands looking to build, beef up, or benchmark their efforts in this area- read on.
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Category: Brand Strategy, Social Responsibility

The Mis-branding of the Healthcare Debate

Posted by Julie | March 22nd, 2010

I am not heavily into politics.

But, like the rest of America, I couldn’t help watching the whole health care debate and vote this weekend.

At least casually, from the treadmill at my gym/tennis club.

And I overheard some interesting conversations among the members there.

Some of the dynamics I observed seem relevant to me as a more general lesson in good vs. bad branding…

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Category: Brand Strategy, Communication, Leadership, Uncategorized

The Power of Tween Influencers

Posted by Julie | March 19th, 2010

My 12 year old daughter came home a few days ago from school with a very important topic she wanted to discuss….

Friends? Boys? Teachers who gave too much homework?

Guess again.

Organ donation.

In turns out a local couple representing an organization called Donate Life had come to speak to her 7th grade class.

And they had made quite an impression on her, and by proxy on me.

Usually it’s hard to get a few sentences out of her at dinner. This night was different.
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Category: Brand Experience, Brand Strategy, Communication, Pro-social branding

iPad: Genius or Hype?

Posted by Julie | January 28th, 2010

Unless you are living under a rock, you have no doubt seen Apple’s iPad launched yesterday.

I am in awe of the design and the user interface.  But as I fight off falling head over heels under the powerful Apple spell…I do have a few questions.
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Category: Brand Strategy, Innovation, Product Branding

Your Business Card is Crap

Posted by Julie | January 26th, 2010

As part of my New Year’s clean-up I went through piles of business cards, chucked those I didn’t think I’d ever need and filed the rest (semi) alphabetically in a big black binder.

The problem was a lot of them didn’t fit in the neat plastic folders that I’d bought at Staples.

Some were too big, others weird shapes and sizes. Others did fit, but when I tried to figure out where to file them it was so difficult to find the actual name. The cards were so cleverly designed that the basic information was getting lost.

It got me to thinking about what makes a good business card. I mentioned this to a BrandTwist reader and they sent me this video.

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Category: Brand Strategy, Communication

Is Domino’s the “New Coke”?

Posted by Julie | January 12th, 2010

Many of you probably remember the Domino’s fiasco of last April when two employees made a rogue video pretending to put disgusting things in the pizza.

The employees were fired, the video was removed from You Tube and the company issued a statement reassuring people on the quality of their food (and their employees).

If you missed the incident, it’s summarized in this video from the Today Show.

Well, a quick 8 months later, Domino’s is creating it’s own viral campaign with this video called “The Pizza Turnaround”.

My question is whether this effort is an effective authentic response, or whether it goes too far in it’s apologetic tone.

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Category: Advertising, Brand Strategy, Overcoming Obstacles, Product Branding, Viral Campaigns

KFC: There’s No Such Thing as Local Ads

Posted by Julie | January 11th, 2010

Check out this KFC spot from Australia.

It was supposed to be a local spot playing off of the cricket rivalry between the West Indies and Australia.

But it’s gotten a lot of flack from viewer’s in the US who got wind of it over the Internet.

A white spectator finds himself in an all black crowd and smooths over what he calls an “awkward situation” with a bucket of fried chicken.

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Category: Advertising, Brand Strategy, Global campaigns, Uncategorized

Who Says B2B Has to Be Boring?

Posted by Julie | December 7th, 2009

“It’s easier for Virgin to be innovative, because you’ve got a sexy consumer facing brand.”

I hear this all the time.

Well guess what? That’s not 100% true.

We do a lot of marketing directly to the trade (e.g. travel professionals, financial advisers, HR and benefits executives etc).

And in all this Business to Business communications we don’t check our “Virginity” at the door.

I believe people are people.

Whether they are at home, at work, or at play.

They don’t change their personalities, lose their senses of humor or abandon the brands they admire as soon as they walk into their offices.

Certainly not all of our B2B efforts are successful.  We’ve had our fair share of failures. But usually this is driven by specific market pressures rather than any mistakes we make in communicating to these audiences.

In Business to Business branding, just like consumer branding, you’ve got to go in with a point of differentiation, connect with your audience, and deliver superior value and experiences.

Here’s 5 Quick Tips for Helping B2B Brands Break Through

#1. Say it with Style

I think a lot of brands think they have to speak in a “corporate” tone of voice when communicating to trade targets. I don’t get this. I don’t know anyone who likes to be spoken to like a robot.
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Category: Brand Strategy, Business to Business, Communication, QuickTips

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