|Original articles from Peter Migut.|
|Tap More Minds through Crowd Branding|
Most people are familiar with crowdsourcing as a means of raising capital. Sites like Kickstarter have come to be known as a trendy way to finance creative projects or startups. Imagine a similar concept applied to the world of branding. What if, instead of pledging their dollars, participants from all over the world contributed their ideas to popularize brands...
|Chobani Remains Champion Amidst Thick Competition|
Just five years ago, Greek-style yogurt was largely unheard of in the U.S. Today, with its high-protein content and creamy texture, it’s taking dairy aisles by storm, and a young brand, Chobani, now accounts for 54 percent of the Greek yogurt segment. In April of last year, less than four years since the brand’s launch...
|Whatever Happened to Myspace?|
In perhaps one of the biggest rebranding challenges ever, a new-and-improved Myspace is expected by some to make a comeback. Yes, you read that correctly — Myspace.
|Margaritaville: A Brand Anything But Wasting Away|
For most of his career as a singer-songwriter, Jimmy Buffett had only one Billboard Top 10 hit, "Margaritaville," in 1977. Eventually, he had an inkling that the song was brand-able. But unlike most musicians, Buffett went far beyond selling tickets, T-shirts, and posters. Today, the title of his most popular song is on restaurants, clothing, beverages, and casinos. Earlier this year, Buffett was in Las Vegas to see the opening of the first Margaritaville Casino in the Flamingo Hotel.
|Combatting Brand Counterfeits|
Strong brands enjoy having products that are popular and in demand, but an unhappy side effect of being in that position is when knock-off merchandise begins to appear in the marketplace. It’s one thing to have competing brands launch similar products; it’s another to have outright counterfeits.
|Is Netflix Too Far Ahead of Its Customers?|
Netflix is a classic example of a company that got where it is today because it was ahead of the curve. Founded by Reed Hastings and Marc Randolph in 1997, Hastings was inspired to start the company after racking up a $40 late fee at a video store for returning a VHS cassette past its due date. The experience made him realize there had to be a better business model for movie rentals.
|How Space Agencies are Branding|
Most people think of branding as it applies to the private sector. But what about space agencies, like NASA and the European Space Agency? Unlike businesses, space agencies don’t have to worry about selling ordinary products and services. Their challenges are different, but they still need to employ branding strategies. At stake for them is public opinion — and being able to make a case for their budgets in difficult economic times.
|Characterizing Competitors as Creepy|
A brand can often define itself by what it’s not as much as by what it is, sometimes more so. Vonage, for instance, is one of the largest VoIP (Voice over Internet Protocol) providers. Essentially, they’re a low-cost alternative for making voice calls. What they offer is fairly specific, with a few plan variations. What they don’t offer are bundles — setting their model apart from most providers.
|The Window to Consumers’ Souls|
Conducting market research to better understand what attracts consumers to one product over another is nothing new. But the latest technology applied to market research offers insight into how people use their eyes to make purchasing decisions.
|Building a Brand on Principles|
Truth, honesty, and integrity. These aren’t always words associated with the business world, but they happen to be the three principles upon which Bob’s Red Mill Natural Foods was built. The company and its founder are a sterling example of a brand defining itself not through marketing gimmickry but through its actions.
|Distilling Your Brand’s Essence into a Favicon|
Favicons are something most people see every day, whether they consciously notice them or not. For those unfamiliar with the term, a favicon (short for favorite icon) is the mini graphic associated with a particular website. Browsers typically display a site’s favicon to the left of the address bar, next to the site’s name...