Posts Tagged ‘brand equity’

CBS radio interview on marketing and branding.

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.

live interview on marketing and branding

(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…)

GAP’s new logo design mistake.

Friday, October 22nd, 2010

Logo-design-failure

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 redesigning a logo, 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…)

When does redesigning a logo make sense?

Thursday, August 26th, 2010

GS-logo-redesign-idea

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 redesigning a logo make sense? And in the Girl Scout’s case, (more…)

Rebranding an organization which has a distinguished history.

Monday, July 19th, 2010

y-logo-redesign

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…)

Companies raised their marketing spending in this recession and saw sales increase.

Wednesday, June 30th, 2010

marketing-budget

When should a company increase marketing spending? Most companies during last year’s recession thought it wise to reduce marketing budgets, 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 marketing spending. 70% of those spending more saw a U.S. sales increase – double the success rate of those who reduced their spending according to (more…)

Leveraging a brand asset or forfeiting brand equity?

Friday, March 26th, 2010

leveraging the brand gatorade

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…)

After all the news about the Toyota vehicle recall, what do you think?

Wednesday, February 10th, 2010

I


Explanation of these poll results