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Will an apple a day make McDonald’s a healthier brand? I’m not sure whether or not McDonald’s is trying to change its brand image to become known as the healthier fast-food place but, if so, one action is not going to do it. Read my latest column on Forbes.com and… |
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With most car brands shouting facts, it’s hard to tell the difference Don’t confuse me with the facts. Hey, I’m all about miles per gallon, how quickly I can get from zero to sixty, and the number of iPod jacks, cup holders, and third-row seats. But if your statistical claims are lost… |
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Today, the bigger the brand could mean the bigger the challenge in gaining consumer trust Big used to mean better when it came to brands. It signaled that a brand was popular. These days big seems to signal just the opposite to consumers. Take a look at my latest column on Forbes.com to see what… |
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Apple’s branding magic is right up there with Houdini’s Who isn’t awed by a magic trick? My opinion is that Apple’s Steve Jobs is right up there with Houdini when it comes to keeping the audience guessing. The secret to his – and Apple’s – success is the topic… |
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SmartyPig is smart in concept and really smart in name If you’ve never had to think up a name for a new product or service, it’s a pretty hefty challenge. Not only do you have to find a name that hasn’t been used before (incredibly tough when there seems to… |
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Facebook, like Disney, Ralph Lauren, and Coke, has achieved meaning beyond its core benefit Many in the world of political commentary are suggesting that, given Facebook’s seminal role as a communication facilitator in the recent activities in the Mid-East, the brand use the opportunity to draw attention to itself as a change agent for… |
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What Madonna and Streisand can teach Lady Gaga Pop music is not my specialty, but branding is, and from what I saw at the Grammy Awards the other night Lady Gaga should take a page out of Madonna’s branding playbook if she wants her career to last as… |
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VW, E*Trade and Doritos at the Super Bowl Why was there general agreement on VW, E*Trade and Doritos at the Super Bowl? There’s agreement in the ranks! No, not Congress, but among the pundits who weighed in on the Super Bowl ads. While many critics were professional commentators,… |
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The Meaning of “Contagious” iPad apps, Puma shoe boxes, Levi’s, and Jay-Z join the list of most contagious ideas of 2010? The first thing all marketing professionals, product developers, and technological gurus should ask themselves every working (and non-working) day is “Can we come… |
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An Alpine Times Square Moment for Mitsubishi, Coco-Cola, Dell and More Big Brands courtesty of hsart.com If you’ve never been in Times Square, take my word for it that it’s pretty amazing, what with one billboard after another touting one brand promise after another, summed up quickly, inventively and lit up to make… |
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Like IBM, McDonald’s and Landor, Apple’s visionary leadership includes visions for future generations With the announcement that Steven Jobs was going to take a medical leave of absence from Apple came the inevitable outpouring of “get well” wishes along with the inevitable outpouring of commentary about the future of his incredibly successful company… |
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Like IBM, McDonald’s and Landor, Apple’s visionary leadership includes visions for future generations With the announcement that Steven Jobs was going to take a medical leave of absence from Apple came the inevitable outpouring of “get well” wishes along with the inevitable outpouring of commentary about the future of his incredibly successful company… |
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How Babe Ruth and Lou Gehrig keep up with Facebook and Netflix courtesy of Wikipedia “I’ve searched all the parks in all the cities and found no statues of committees.” A great quote from poet-philosopher, G.K. Chesterton, and a favorite of adman-philosopher David Ogilvy who used it to drive home the… |
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NFL, SNL, AOL, and Eight Other Brands I’ll Be Watching in 2011 In my latest column on Forbes.com I write about eleven brands that I think are worth watching this coming year. No, I’m not predicting whether or not they’ll be successful. Rather, I offer up my assessment on how they stack… |
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Tide and Mr. Clean – still cleaning up after all these years courtesy of NYTimes.com When someone says P&G, what comes to mind? Big company, big brand names, certainly. But anyone who knows marketing will also tell you it’s innovation that comes to mind. The ability to look at a mundane category,… |
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Going to the brand name auction? Keep Google, Target, Ralph Lauren and other powerful brands in mind. If you could buy the rights to any brand name which one would you choose? Google, BMW, Apple, Target, GE, Amazon, Ralph Lauren? Sure, and why not? These names are imbued with incredible value, not because of the name, but… |
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What Jeff Goodby and Chevrolet can teach Washington about the merit of debate Screen shot from Goodby, Silverstein & Partners GM commerical Goodby, Silverstein & Partners GM commerical My POV? There’s no debating that Goodby is doing what’s right for brand Chevrolet. There’s a great debate raging in the US of A. No,… |
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