I am sure you must have heard about Nike using Colin Kaepernick, the American footballer, in its new advertising campaign. In brief, Kaepernick’s refused to stand for the American anthem played prior to the start of the football match to protest police violence against African Americans. This earned him the ire of President Donald Trump,…
Brand Mission, Vision or Illusion?
A great brand needs direction. The brand’s mission statement, which in the case of the corporate brand is the company’s mission statement, helps articulate “why the brand exists?” Unfortunately, too many mission statements are too superficial, diffused, or bland to help answer the fundamental question of “why we exist” for its owners, management, and employees….
Do Global Brands Create Value?
My co-author and friend of many years, Professor Jan-Benedict Steenkamp, mailed me a complimentary copy of his latest book, Global Brand Strategy. A month later, I finally got around to reading it this week.
Brand Creep: The Challenge of Multi-Brand Portfolios
Many companies have multiple brands within the same category. For example, Starwood Hotels and Resorts Worldwide has W, St Regis, Sheraton and Westin. For a multi-brand portfolio to be successful, each brand must be targeted to a specific segment and must embody a unique selling proposition (USP). Consider Procter & Gamble’s laundry detergent portfolio in…