Out of Orbit: A Brand Named Desire
Some say Orbit cinnamon was the best gum ever invented. But now it’s gone. It’s a brilliant case study in how scarcity is a key motivator in triggering desire.
Don't Be Dr. Dynamite
If you could capture the single most important quality that creates a successful brand, it boils down to differentiation.
The Wipe Out
As entrepreneurs and creative professionals we may start a project, a product, a business that gets wiped out. Clients lost. Customers vanish. What happens next?
A Smell That Will Make You Money
Scientists have proven you are 100 times more likely to remember something that you smell than something that you see, hear or touch.Now brands are increasingly putting the power of scent to work.
Schrödinger's Cookie
Marketing folks know that any time you create a line extension, one consideration is whether or not it will cannibalize your mainline product. However, the greatest worry is always: “Will it degrade the brand?”.
A Close Shave
Blind loyalty to a brand can come back to bite you. I’ve known I’ve been getting ripped off for a while. But I just never did anything about it. Now I feel violated.
Just Keep Swimming
The athletic marketplace is looking a lot like a reef these days. With the imminent demise of traditional sporting goods retailer Sports Authority, there is blood in the water.
A Better Mousetrap
Peanut butter is the ticket with mice. The trick is to put the trap out without setting it and let them get used to eating from it. Then one day you set it. Brands do the same thing with us.
Let's Co-Everything
The cost and risk of opening a retail presence has always been a significant barrier for brands just getting started. You used to have to go it alone. But now you don’t have to.
You Both Win
The more distant our daily business transactions become, the more we need to reach out and touch people on a personal level.
Our Brand Is Crisis
Brands that are built on celebrity rise and fall on the actions of the ambassador’s associations. When that persons name becomes synonymous with a chaotic and negative narrative, is it any wonder the brand is damaged?