Seriously, Office Branding?
You might think that Office Branding is not that relevant nowadays, especially when remote work is here to stay. The physical space seems to have been downsized, in some cases, only for important...
How does The Walt Disney Company deliver superior customer experience?
We grew up with Disney and so did our children. Disney is part of being a child, and it continues to be as we get older, the child in us. But, how does The Walt Disney Company exceed each...
Are feminine brand names more appealing than masculine brand names?
Is this the case for famous brands such as Coca-Cola, IKEA or Zara? According to a study published in the American Marketing Association’s journal, linguistic characteristics in a brand name, such...
When a brand is as famous as Oreo, it can afford “camouflaging itself” behind other brands …
This is the strategy adopted by Oreo for its Oreo THINS product, directed to adults who, as the product’s true target, can “hide” the famous cookies from the little ones in the house. Thus, Oreo...
Branding that Inspires: The Evolution of Branding at Longchamp
From Family Tradition to Luxury Icon Did you know that Longchamp started as a factory making leather-covered pipes? The story dates back to 1948 when Jean Cassegrain reinvented the codes of modern...
No Brand is Too Small: Branding to Succeed in Any Market
The Fundamental Role of a Brand Strategy Once, a potential client told me: "...but don't forget that my brand is very small," likely concerned about the costs that a branding program might entail....
The Museum of Brands
My niece Maya, who lives in London, sent me some pics from her visit to The Museum of Brands yesterday. She said it reminded her of me. Well, I couldn’t be more flattered. And of course, to me,...
Script or cursive?
Are script logos the new trend? It is true that, lately, several brands have changed their logos from cursive to script. It might be a trend, but the interesting thing would be to know what has...
The story behind the Brand: ASICS
Did you know the @ASICS brand name is an acronym for the Latin expression "Anima Sana In Corpore Sano" ("A sound mind in a sound body"), a quote from the Roman satirist Juvenal? After returning home...
Purpose requires action!
According to a study carried out by #XPAY on German consumers, 51% admit that purpose guides their purchasing decisions, but they need more: 68% of consumers would like brands to take real action...