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The emerging trends in branding and corporate responsibility.

September 17, 2009

Analysis of:The emerging trends in branding and corporate responsibility. | scheinerinc.typepad.com

We are now in a “New World” where many rules have changed. We have loss of credibility of the corporations and institutions that speak to us, as well as an increased skepticism in messaging that speaks to an employee, consumer, or customer. We no longer trust an ambiguous graphic treatment or brand claim made by a product or service; instead we now turn to “word of mouth” opinion. Social media channels such as Twitter have redefined and accelerated the way brands and companies are perceived.

What a perfect time for a new product launch.

March 26, 2009

Analysis of:New York Times | www.nytimes.com

The big question for marketers these days like everyone else is this, if they can’t thrive in a bad economy, how can they still weather it?

The redesign of the private label brands.

December 15, 2008

Analysis of:New York Times | www.nytimes.com

It’s obvious that brands and companies are doing everything possible to figure out how they can maintain sales in this tough economy. As mentioned, in this weekend’s NY Times: Store Brands Lift Grocers in Troubled Times, the Kroger supermarket chain, as well as several other chains have figured out a way to do so by using branding and design to promote and drive private label sales. By taking every day product purchases, ranging from cereals, to foils, to dairy products, and then branding them, in most cases in a very non-assuming manor with the store name, they are then able to increase in-store sales and pass the cost savings to the consumer.

A different type of car. A different type of company. Not.

December 8, 2008

Analysis of:At G.M., Innovation Sacrificed to Profits | www.nytimes.com

I remember when the Saturn brand was first launched. It had a terrific logo,a positioning and voice that was conveyed through its advertising that represented something fresh to the car industry. It seemed to be speaking to the desires of what American’s wanted from a car and the company behind it. Cost efficient, innovative and a dealership experience that was more about the prospect than a commission.

Some brands don't die, they evolve.

December 5, 2008

Analysis of:Motozine ZN5 Makes Pictures Equal to Calls | www.nytimes.com

In todays Personal Tech section of the New York Times: Motozine ZN5 Makes Pictures Equal to Calls there was a very interesting article regarding this new cell phone. What I found most interesting about this wasn't that this product is part digital camera, part cell phone,but how Kodak as a brand has not only repositioned themselves, but has evolved to survive. I could recall that as the digital camera craze exploded, the need for film and other photography related products drastically declined. This left the Kodak brand losing a tremendous amount of market share. However, they've used their brand reputation to expand to kiosks for digital processing, and an on line Kodak Gallery for sharing images, and now they've figured out a way to bring their expertise to one of the fastest and highly demanded pieces of technology, the cell phone.

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