Posts Tagged ‘brand equity’
Thursday, June 9th, 2011
Steven Sessions was invited to be interviewed by Chris Kelso on Talk Radio 650AM in Houston Texas to discuss Marketing. This is the full transcript of the live broadcast on June 8, 2011.
(Welcome to “The Price of Business,” I’m your host Chris Kelso, we appreciate your tuning in to “Talk 650” powered by CBS radio, right now, someone I really, really want to talk to is Steven Sessions with the Sessions Group – Steven how you doing?) “Good Chris, thank you for inviting me.”
(Let me ask you to tell our listeners (more…)
Tags: brand, brand equity, Branding, building a valuable brand, business strategy, communications strategy, competitive advantage, influencing purchase decisions, marketing strategy
Posted in Branding, Marketing | 35 Comments »
Friday, October 22nd, 2010
On October 4, 2010 the Gap quietly introduced a new logo on their website. A curious initiative to be sure. There are excellent reasons for , but none of them applied to the situation at the Gap. The result was the Gap’s worst nightmare.
According to company spokesperson Louise Callagy, (more…)
Tags: asset, brand equity, brand identity, brand value, business strategy, communications strategy, logo redesign, rebranding
Posted in Branding, Logo Design | 21 Comments »
Thursday, August 26th, 2010
The Girl Scouts organization is now over 30 years old. That may explain why the iconic logo has gone under the knife. But was it a good idea? When does make sense? And in the Girl Scout’s case, (more…)
Tags: asset, brand equity, Branding, business strategy, choosing a name, communications strategy, influencing purchase decisions, marketing strategy, rebranding
Posted in Branding, Logo Design | No Comments »
Monday, July 19th, 2010
Branding has been shown to be a very effective activity in an organization’s efforts to increase its influence in a marketplace. This increased influence equals increased sales, increased awareness, increased understanding, increased margins, increased business valuation, etc. And this strategy is as effective for non-profit organizations as it is for companies.
The Young Men’s Christian Association is a charity well known by its initials, YMCA. And as is popular in the marketplace, names are shortened in common use. Jennifer Lopez is known as J-Lo. And the Young Men’s Christian Association has for years been known as the “Y.”
Now the Young Men’s Christian Association has formally dropped those four descriptive words in favor of the single letter “Y.” And they have modified the visual identity and logo as well. Is this a good idea? The short answer is (more…)
Tags: asset, brand equity, Branding, business strategy, choosing a name, communications strategy, influencing purchase decisions, marketing strategy, rebranding
Posted in Branding, Logo Design, Naming | 4 Comments »
Wednesday, June 30th, 2010
When should a company increase marketing spending? Most companies during a recession think it is wise to reduce marketing budgets to save money, and the drop has been extreme as spending plunged 12.3% — the largest annual drop ever, more than three times more severe than the next worst drop of 3.9% in 1991.
But 26 of the top 100 marketers bucked the trend and boosted 2009 . 70% of those spending more saw a U.S. sales increase – double the success rate of those who reduced their spending according to (more…)
Tags: Advertising, brand equity, brand value, Branding, business strategy, communications strategy, competitive advantage, influencing purchase decisions, Marketing, marketing strategy
Posted in Advertising, Marketing | 1 Comment »
Friday, March 26th, 2010
What to do when faced with declining sales.
Sales in the “refreshment beverage” category are falling. The segment includes colas, energy and sports drinks, juices and bottled water. In 2009, for the second year in a row, sales were down. Down 3.1 percent according to a survey by Beverage Marketing Corp. This represents a steeper decline than was 2008. And there was one unusual statistic: (more…)
Tags: asset, brand equity, Branding, business strategy, choosing a name, communications strategy, competitive advantage, influencing purchase decisions, marketing strategy, rebranding
Posted in Branding, Naming | 3 Comments »
Wednesday, February 10th, 2010
Tags: brand equity, brand value, evaluating brand value, influencing purchase decisions, managing identity, Marketing, Toyota
Posted in Advertising, Branding, Marketing | 3 Comments »
