Premium brands distinguish themselves from the competition not only in their products, but also in the way they communicate with their customers. One good example of this is in e-mail marketing. Although e-mail is growing and consumers are likely to opt-out if they feel the messages to be irrelevant or impersonal. There are more...
At the sake of being repetitive in my love for certain computer manufacturing branding and marketing efforts, and utter disappointment for others, I leave you with a simple video, which I think should speak for itself. I’m definitely not getting a holiday season job at a Microsoft store … To read more about why...
Today, I learned the true extent of the growing need to find alternative and innovative ways to engage customers in marketing when I read the US Patent and Trademark Office application submitted by Apple. Their new tool, dubbed as “Evil Ad,” is going to revolutionize marketing and advertising as we know it. Imagine you...
John Nese is a regular guy who has an irregular love–he adores soda pop. Having worked with his father since he was younger in their run-of-the-mill grocery store, his little establishment was given the opportunity to carry the big brand of soda, Pepsi. After feeling bullied into an agreement he didn't want, John decided...
In the last few months, there has been much ado about Starbucks’ rebranding some of its stores to strip away their corporate identity and revamp the locations with local character. According to an article in The Seattle Times, some stores—including the one featured in the article—will include alcohol, live music, and many other elements...
Our Premium Brand Panel research suggests that home improvement brands lack differentiation...
In this famous quote from Hamlet lies an important truth about marketing premium brands. You must know who you are, and you must not deviate from that identity. As Seth Godin suggests , being unsure of your identity may endanger the future of your brand. In general terms, we see three categories of brands...
