]]> http://workflowfreelance.com/732935/will-an-apple-a-day-make-mcdonald%e2%80%99s-a-healthier-brand.php/feed 0 http://workflowfreelance.com/715015/starbucks-gets-real-%e2%80%93-again-%e2%80%93-and-reaps-the-benefits.php http://workflowfreelance.com/715015/starbucks-gets-real-%e2%80%93-again-%e2%80%93-and-reaps-the-benefits.php#comments Wed, 08 Jun 2011 14:05:51 +0000 Allen Adamson http://www.brandsimple.com/blog/?p=1003

]]> http://workflowfreelance.com/715015/starbucks-gets-real-%e2%80%93-again-%e2%80%93-and-reaps-the-benefits.php/feed 0 http://workflowfreelance.com/681639/with-most-car-brands-shouting-facts-it%e2%80%99s-hard-to-tell-the-difference.php http://workflowfreelance.com/681639/with-most-car-brands-shouting-facts-it%e2%80%99s-hard-to-tell-the-difference.php#comments Tue, 26 Apr 2011 21:31:08 +0000 Allen Adamson http://www.brandsimple.com/blog/?p=997

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 in the multitude of other auto makers shouting and touting statistical claims, how can I possibly determine which is really the best car for me? In my latest piece on Forbes.com I write about the New York International Auto Show and which auto brands understand that consumers don’t buy cars based on facts and figures, but on a brand’s story – and the whole brand experience.

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 the latest, greatest-sized brands need to do to make it in this wary world.

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 of my latest article in Forbes.com. Read it and see why it’s no secret to anyone in the marketing and technology lanes that Apple’s magic is part and parcel of its brand.

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 be a new brand launch every day), but you have to come up with a name that’s sticky. In other words, people have to be able to remember it not only because it’s cute or funny or wacky, but because it conveys the essential purpose of the product or service. Such is the case with SmartyPig, an online social banking site that allows you to save for something specific in a specific amount of time – and lets you share your saving efforts with friends and family. SmartyPig essentially captures the old, trustworthy way of saving money – a piggy bank – with the idea of doing it “smartly,” that is, online.

In my newest column in Forbes.com I write about this friendly new banking service and how, by following the basic rules of building a brand, it’s become quite successful quite quickly, in part because of its name and it part because of its promise. I invite you to take a look.

And, if you come across any other evocatively named products or services, I’d love to hear about them.

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 democracy. In my latest column in Forbes.com I write about why Facebook’s senior executives made the decision to stay neutral and why those in the world of branding commentary think it was a very wise move.

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 long as Madge’s. In my latest Forbes.com article I write about the two key approaches to brand-building,
using a few divas as examples. Pop fan, or branding fan, you’ll find the piece of interest. I’d love to hear your thoughts.

See you next season.

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 up with an idea that’s contagious?”

In a world dominated by YouTube, Twitter, Facebook and all manner of channels over which people can share things they think are great, “contagious” has become the new Holy Grail. Who needs a marketing strategy when you come up with an idea millions of people find worthy of passing along. (Well, I wouldn’t go that far, but you know what I mean.) In my latest post on Forbes.com, I write about the most contagious ideas of 2010 in public relations, technology, advertising, products and services, as voted on by the editors of, whom else Contagious magazine, a fabulous resource for those whose life is spent on creative initiatives.Take a look and see if you agree with the editors and, also, if you have ideas you think are worth forwarding to them for their next round-up of most contagious ideas. You can find them here.

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 it feel like noon at midnight. While, yes, these billboards are promotional in nature and meant to make us feel happy about the brands being showcased, there is a real talent to being able to get your message across in six or seven words. There’s also a reason the companies whose brands are advertised in Times Square are in Times Square. It’s one of the major crossroads of the commercial world. The opportunity to shout it out and be heard – and seen – is a big one.

This thought occurs to me as I sit and watch the online presentations of the CEOs at the World Economic Forum in Davos. For a week or so it is a major crossroads for captains of industry trying to get their company’s points across. In my latest column in Forbes.com I write about this topic and why these bigwigs should recognize that in order to be seen – and heard and remembered – they should be clear and concise and brilliant in their commentary. Take some time to read my piece and then check out YouTube, MSNBC and all the other media outlets to see what I’m talking about. And if you’ve never been to Times Square, it’s definitely worth a visit.

Yes, as a branding professional, I, too, added my own opinion, which you can read on Forbes.com. Unlike many who opined that the company could never be the same without its visionary and almost mystically intuitive leader, my?belief is that?we’re underestimating the extent to which Mr. Jobs instilled in his company a culture of “perfectionary” thinking, that is, an almost sixth sense about what it means to deliver on the Apple brand promise. Much like other visionary leaders including Thomas Watson of IBM who patented the word “THINK” to sum up his organization’s philosophy, or Walter the founder of Landor Associates, who was savvy enough to understand that “products are made in factories, but brands are created in the mind,” Steve Jobs’ imprimatur runs emotionally deep in his company. Yes, he is a modern day genius in his ability to know before consumers do, what they want, and deliver it brilliantly. But, another part of his genius is knowing what’s best for the brand. Something I’m sure he’s ensured will live on long after its founder.

Check out Forbes.com and let me know if you agree.

Yes, as a branding professional, I, too, added my own opinion, which you can read on Forbes.com. Unlike many who opined that the company could never be the same without its visionary and almost mystically intuitive leader, my?belief is that?we’re underestimating the extent to which Mr. Jobs instilled in his company a culture of “perfectionary” thinking, that is, an almost sixth sense about what it means to deliver on the Apple brand promise. Much like other visionary leaders including Thomas Watson of IBM who patented the word “THINK” to sum up his organization’s philosophy, or Walter the founder of Landor Associates, who was savvy enough to understand that “products are made in factories, but brands are created in the mind,” Steve Jobs’ imprimatur runs emotionally deep in his company. Yes, he is a modern day genius in his ability to know before consumers do, what they want, and deliver it brilliantly. But, another part of his genius is knowing what’s best for the brand. Something I’m sure he’s ensured will live on long after its founder.

Check out Forbes.com and let me know if you agree.

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 point that the most powerful brands are built on singular, distinctive points of view – not the mish-mash output of committee-think. As someone who had the privilege of working with David Ogilvy during the days when he would pop in from his chateau in France to see how things were going at the office, this quote-as-lesson came to mind while I watched a recent segment of “60 Minutes” about celebrities (dead celebrities!) as brands. It was apparent that the agents whose job it is to protect and defend the integrity of brand names like Michael Jackson, Elvis Presley, Babe Ruth and Ella Fitzgerald, understand the critical nature of their responsibility – to protect and defend how these brands are used and perceived by the public. They’re aware that the most powerful brands stay powerful because the branding never strays from what these names represent to consumers. In my most recent column in Forbes.com I write about why Elvis and Ella are no different from Apple and Netflix and myriad other strong brands, from the simple ideas on which they’re based to the consistent branding that keeps their names alive and kicking.

After you read it, take a look at the “60 Minutes” segment. Whether you’re star-struck or brand-struck, you’ll find it interesting viewing.

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, like soap, or toothpaste, or dog food, or paper towels and see it with fresh eyes; to observe a category that’s been pretty much unchanged for decades and find a way to simply, yet brilliantly, change it for the better; to understand, almost instinctively, which one consumer insight might be the game changer. Having said this, it’s not surprising that P&G looked with its innovative point of view at the world of franchising. No, not street-corner Pringles stands but, rather, Tide Cleaners and Mr. Clean Car Washes. While it may seem like a bold move, think again. What better, more relevant, more obvious way to refresh two everyday brands like Tide and Mr. Clean. I write about this topic in my latest column on Forbes.com which was prompted by an interesting documentary on CNBC called “Behind the Counter: The Untold Story of Franchises.” See if you can catch the film online or in rerun mode. Then, read my piece. I think you’ll agree, there are few companies like P&G when it comes to looking at things differently.

Sure, and why not?

These names are imbued with incredible value, not because of the name, but because of what the name represents to consumers. Each stands for something that’s relevantly different, something people care about, and everything associated with the brand is delivered brilliantly. A Google by any other name would smell as sweet to investors – as long as the brand experience was what we’ve come to expect from this iconic entity. I bring this up in light of the auction being held this week at the Waldorf Astoria in New York, at which time hundreds of formerly renowned – and now defunct – brand names will be up for bid. As I write in my latest column in Forbes.com, those vying for one of these names had better think about the fact that you might get a great deal on the name, itself, but it’s simply the cost of entry. It’s what you do with the name that counts. For more on this topic I invite you to read what I have to say. Oh, and if you’re off to the auction good luck!

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, not the debate about healthcare or taxes, nor the debate about the defense budget or the arms treaty with Russia. It’s not even the debate about whether Keith Richards’ autobiography is better than Jay-Z’s. It’s the debate about whether the new tagline for Chevrolet, “Chevy runs deep,” is too cerebral for the American public. While I’m only sort of kidding about this (ad people are having at it), there is actually no debate among those of us in the brand-building business who believe that the folks at Goodby, Silverstein & Partners and their team at GM are doing exactly what has to be done to get this iconic auto brand back on its wheels. In short, they’re not wasting time debating every detail, but taking a stand and getting on with the serious business at hand; helping to rebuild a critical American company in the eyes of the world’s consumers. In my latest column in Forbes.com I write more about this challenging undertaking. Take a look and let me know what you think. I, for one, am open for debate.

This is the million (billion?) dollar question any company thinking of launching a brand should ask. This is not by any means a new notion. Brand success has always rested on the ability to deliver something different and ensure this difference is something people care about. But, these days, with the swift current of “new” products, the real winners are those who redefine their categories.

It’s not being the first to market that counts, but the first to deliver an authentic game changer. For example in my recent column in Forbes.com, I write about the iPad. Not simply a new product, Apple introduced something that never existed before. Hold it in your hands, rest it on your knees in bed, catch up with e-mail, movies, TV shows, the latest games, magazines, newspapers, etcetera, etcetera. Every experience seems closer, more intimate, almost magical. What’s new? The iPad is new, really new. I invite you to take a look at my column and find out what “new”, really new, really means.

Image courtesy of Apple.com

It’s always a pleasure for me to attend breakfast meetings hosted by Syracuse’s Newhouse School. In addition to catching up with fellow alumni, there’s bound to be something interesting on the agenda and the most recent get-together was no exception. The panelists, all experts on social media (no, he wasn’t there, but Facebook was certainly top of mind), weighed in on many aspects of the topic, including the rapid integration of the real and virtual world and what this means for marketers. The bottom line, which the marketers in the audience members were glad to hear, was that there’s an incredible array of new social media tools and tactics that can be used for the benefit of both consumers and the companies whose brands they buy.

If you have a few minutes and want to read more about the latest innovations in the world of brand building and social media, take a look at my latest article in Forbes.com. If you’d like to post a response on your favorite social media site, I’d be glad to hear what you have to say.

For instance, making sure its ads are instantly recognizable by dint of their crisp, clean, upbeat feel and their snappy problem-solution execution. Or the way the discount retailer backs up its “Expect More. Pay Less.” claim with the stylish assortment of affordable merchandise displayed in its crisp, clean, upbeat stores. Or, simple as simple can be the company’s use of the color red; color being one of the easiest but most powerful branding apps a brand can own. I could go on and on about what the latest stable of political candidates can learn, but that’s not my shtick. Branding is. So take a look at my most recent piece in Forbes Online and read more about the simple lessons any brand can learn from Target.

Good brands have always looked for insights about their customers’ existential wants and needs and addressed them. But as Joseph Tripodi, the chief marketing and commercial officer at The Coca-Cola Company told his audience, purpose is being seen as “the shiny new object in the room,” something everyone wants to play with. What he also said was that today, as always, the key ingredient to a brand’s success is “keeping it fresh, relevant and compelling.” In other words, sticking to the basics of providing an exceptional brand experience. In my latest posts on Forbes.com I talk about the idea of brand purpose and why any brand that has earned the title “master of marketing” knows that the shine of a purpose will fade quickly without the foundation of Branding 101.

image courtesy of guardian.co.uk

Say anything you want. The Facebook brand delivers. They say that all of this less than flattering gossip abut Mark Zuckerberg could prove less than beneficial to his success. They say that the new movie, “The Social Network” could be the beginning of the end of his Facebook empire. They say that even Sheryl Sandberg, Mr. Zuckerberg’s smart and savvy front-woman, won’t be able to save the day. I say don’t listen to everything you hear. Facebook is a strong brand. Facebook is a strong brand because it makes a promise and keeps it. Facebook is a strong brand because it gives people something they want that they can’t get anywhere else. I say Facebook will maintain its status as long as Mr. Zuckerberg and his friends at the top keep offering the brand’s millions of friends around the world a great brand experience. As a branding professional I say the guy knows how to build a brand. If you have something to say about my opinion, please feel free to get in touch. And if you want to be my friend, hey, you can find me on Facebook.

For more on what I think about Mark Zuckerberg and Facebook, please check out my Forbes Online column.

It’s part of IBM’s Facebook initiative, People for a Smarter Planet, that uses the heat coming off idle computers to come up with solutions that benefit humanity.

Sounds pretty awesome, doesn’t it? It is, on two fronts. First, the smart folks at IBM have figured out a way to get hundreds of thousands of ordinary people together to tackle world problems that matter to them most. Second, the company has identified a tangible and very personal way to help people understand what the IBM brand stands for – its purpose. Most companies have a brand purpose. Few, like IBM, have found a way to bring it to life in such a smart way. To find out more, read my latest column in Forbes Online. Then leave your desk and save the world.

*Image via Wikipedia

For the answer to these and other challenging questions on the topic, take a look at my most recent article in Forbes Online. And after you do, I’d like to hear your thoughts on the topic.

Okay, wait a second. It’s not what you think. I’ve never been good at telling jokes and I’m not about to start. No, as a branding guy, what I noted over the last few weeks relative to the names in the above headline is that there was a common brand-building, or more specifically, re-building challenge. When I read that Hugh Hefner wanted to buy back outstanding shares of his Playboy empire and revitalize it and then saw that Chevrolet had launched a campaign for the sexy, 2011 Corvette with the same objective for its hero brand, it occurred to me that to succeed these two iconic brands should take a page from the Martha Stewart brand playbook. As a powerful brand put on the defensive after its founder had a to-do with Wall Street, the people in charge, especially the top person, knew that the only way back was to ensure that the brand story continued to be something its audience cared about and, further that every experience connected to the brand was spot-on in delivering the promise. While you won’t find it humorous reading, my recent column on Forbes Online about these three brands and the topic of brand revival is pretty interesting reading. I invite you to take a look.

courtesy of Forbes.com

Did you know that Kellogg’s Corn Flakes has been around for 104 years? I picked up this little bit of breakfast trivia when I picked up a newspaper and saw an ad touting the fact that the cereal has been “fat-free and cholesterol-free since 1906.” Now, I’m pretty sure folks back in 1906 didn’t pay as much heed to dietary requirements as folks today. But the folks at Kellogg’s being the great brand professionals they are, know what it requires to keep a brand healthy, including the need to keep it relevant. In my recent article in Forbes Online I write about why heritage brands are going so strong today, and why, when times get tough, marketers go back to times that consumers perceive as having been more comforting and familiar. As you dig into your bowl of Kellogg’s Corn Flakes tomorrow morning, I invite you to read what I have to say. It’s likely to be more comforting than other news of the day.

courtesy of Forbes.com

This top tenet of brand building came to mind after I read about the merger between United and Continental, and then wrote about it in my recent column for Forbes Online. My view is that while it’s hard enough to get a single company’s employees engaged with a brand idea, it’s doubly challenging when bringing two companies together. But it’s among the first things the new United Airlines management must do. Not from a 40,000-foot perspective, but from the bottom up and the top down. It’s only if the employees of a company get on board with their brand’s idea, that consumers will get on board, as well.

courtesy of Forbes.com

Why should I buy this? That is the ultimate question on every consumer’s mind. Conversely, why should they buy it must be the ultimate question on any brand manager’s mind in order to make the sale.

In my newest column on Forbes.com I explore the two fundamental answers to this question. Yes, there are two. And, yes, each is based on the branding fact that you must offer something that is both relevant and completely different than any other brand out there in order to be successful. Where these two answers diverge is a matter of whether the product can sell itself – is it inherently different and relevant? Or, must the marketing team look for way to position it as different and relevant?

In a marketplace deluged with brands and branding channels, each is a challenge. Take a look at the article and see which marketers are meeting this selling challenge and winning

.

While this has been on my mind for some time, it was Tiger’s announcement that he would be on the roster at the Masters Tournament that got me to really focus on what it means to play defense, or offense, in a digital world. To say that time to action must be compressed is an understatement. To say that companies who think ahead of the competitive curve in this fast-moving environment are smart, equally so. Take a minute to read my recent column in Forbes Online about this topic.

Image courtesy [cas] at Flickr

Image courtesy of Forbes Online

Image courtesy of Canada AM

Image permission being requested @coca-cola-art.com

Image courtesy @gabyu via Flickr

Image courtesy @Ana Young via Flickr

While a red carpet and paparazzi were unnecessary in my conferral, like other award shows, there was more than one category in my determination of the best of the best. That’s because success in the digital arena is based on two key criteria. First is functionality. While we all spend time on Hulu catching up on missed television shows and checking in on must-see YouTube uploads, most people are in a utility mode when they’re online. They want to accomplish something. Branding that gives consumers a way to make the things they already do easier, more enjoyable, or more convenient in some way is successful branding. Make it a pleasure to reserve an airline flight, hotel room, or a seat at a restaurant. Make it more fun to share photographs of family vacations. Make it a cinch to pay a bill or resolve a billing dispute. Make it simpler to get instant help with a product or service issue. Victory in digital branding is analogous to victory in any other type of branding. Companies that take advantage of any experience to reinforce what makes their brands relevantly different strengthen the association consumers have with the benefits of their brands. That, in a nutshell, is what the functionality category is all about.

The second categorical metric for success in digital campaigns is pass-along value. Word of mouth has always been a critical component in branding. When people feel good about a brand they’ll tell others about the experience. In the cyber-world, word-of-mouth can have steroidal effect. When people feel passionate or are amused by something they see online, they’ll take the time to pass it along to others, in this case millions of others, building awareness without a huge price tag. In the digital space, creativity and story-telling are hot commodities, and therefore deserved a separate category in my top campaign roster.

So, which brands made it into my winning envelopes?

• Best Buy – In the functionality category my first handshake goes to Best Buy for its Twelpforce initiative in which Employees sign up to receive tweets from customers to help them, via Twitter, on any technology-related product issues. Providing immediate service within this giant “helpful” community is a great way to differentiate the brand from other tech retailers who respond to troubleshooting with generic “Frequently Asked Question” sites. The Twelpforce goes right to the heart of a better customer service experience, solving individual customer problems on their terms, not the company’s.

• USPS – My next nod goes to the United States Postal Service for its augmented reality application that enables consumers to see whether objects they want to pack and ship will fit into specific-size boxes. With a “virtual box simulator,” users hold the objects in front of their Web cams and can see themselves on the screen holding these things against a 3-D box. The tool enables people to turn and manipulate the objects to see if the box is the right size. Part of the USPS’s “A Simpler Way’ campaign, this digital branding application is a perfect fit for my functionality criteria as it separates the USPS from its competition by actively demonstrating how the brand makes life more convenient for its customers.

• B.F. Goodrich – Finally in this category is B. F. Goodrich’s “Nation of Go”campaign. The intuitive Web site lets people map and share travel plans, along with best routes and driving and auto maintenance tips. While talking and selling tires are not the principal objectives of the site, creating a community of drivers who can assist each other and provide input and feedback about all things automotive is a strong way to differentiate the B. F. Goodrich brand of tires from the others.

• Queensland Tourism Board – In the “pass-along” category, my kudos to an initiative called “The Best Job in the World.” This campaign began with a search for a caretaker for an enchanting resort in the Great Barrier Reef who, in exchange for caretaking responsibilities, a weekly blog post and YouTube video, could enjoy all the fabulous amenities of living, full-time, on this incredibly beautiful property. It was a powerful use of the Web and a very clever way to get the message out. Not necessarily a brand-building event, but more of a one-time promotion, “The Best Job in the World,” nonetheless, captivated an audience of thousands, building initial awareness of the splendid venue.

• Charmin – Equal kudos go to Procter & Gamble and its “Enjoy the Go” program for Charmin which was created to raise awareness of the clean, free, family-friendly brand-sponsored restrooms in New York’s Times Square. Again, intended as more promotional than long-term brand equity builder for Charmin, the initiative was so unexpected and so “Candid Camera” entertaining, there’s sure to be lingering good associations with the brand, especially as collateral campaign tactics include a mobile application developed to help people find clean restrooms around the country.

• Pringles – And, last, but not least in this “check-it-out!” category is my appreciation for the Pringles banner ad campaign. Yes, you read right, banner ad. Not the most highly regarded tactic in digital marketing given the generally annoying disposition, the Pringles effort is completely delighting and deserves applause for its story-within-a-story format. The ingenious little tales don’t take you to a Pringles Web site, but the fun and repeated clicking required to follow the story line earned Bridge Worldwide, the agency responsible, a Cyber Gold Lion at the Cannes award show (a tad more official than my humble bestowals).

To succeed at digital branding, at any branding, requires that you demonstrate how your brand’s promise will make life meaningfully different for consumers. Where digital branding differs by degree is that it must either improve consumers’ lives through its utility, supporting what the brand stands for in peoples’ minds, or it must be entertaining enough to build brand awareness through pass-along value. As we enter 2010, I wish all companies success in their digital efforts, and all consumers better, more convenient, more fun lives, as a result.

Question:

In BrandDigital, you have mentioned the need for brands to be honest and transparent. Last year, Timberland CEO, Jeff Swartz said in an interview with Fast Company that his company had to discontinue its sourcing from China because of what he called “violations to human dignity” that underscored the business model of the supplier called Kingmaker. This had an adverse effect, as prices went up and the timing of this event was really bad. Needless to say that this would have contributed to the subsequent decline in Timberland’s sales. How do you think the brand can reconcile the need for transparency and ethics when consumers are not at all obliged to return the favor? Customer is absolutely the king, but how can brands manage consumer hypocrisy when they demonstrate one set of standards as citizens and dwellers of this planet and another set of standards as consumers of products and services.

Answer:

One of the most challenging dimensions of marketing is, and always has been, the ability to separate what consumers say they will do and what they actually do when they get to the shopping aisles. While there have been many advances in research methods relative to how consumers will behave when it’s time for them to reach for their wallets, this question still stands as one of the biggest leaps of faith a marketer must make. In fact, there are very few consumers today who would not give the “socially acceptable” answer to questions concerning their intent to buy goods that save the planet, or from brands that stand for social responsibility. That said, marketers must look at “doing good” as a long-term business objective, not a short-term promotional effort, if they want to change the way consumers perceive their brands and become loyal to these brands. If the purpose of the company is built upon, and operationally driven, by doing good, it must be willing to live with two or three quarters of less than great sales as it builds this image in the minds of consumers.

Image via timberland.com

Image via Flickr @ bensenkua

image courtesy of walmart.com

Colors as power apps are pretty hard to own. Yes, there’s the Gatorade green and orange and the FedEx purple and orange and the Coca-Cola red. But of the thousands of brands in existence there is one, in particular, for which a color has become almost unmatched in its power and a ubiquity as a key branding element – pink and breast cancer awareness. In my most recent column in Forbes online I write about how breast cancer awareness has become one of the most successful brand stories in recent branding history, and certainly in the category of cause-related marketing. The plot line of this story will ring true to those in the industry – follow the basic rules of building a brand and you’ll achieve a certain level of success. That pink now packs a punch far greater than almost any other color in raising awareness and action relative to this brand and its cause is what makes the story one for the books. I invite you to read this column and pass it along to anyone whose life has been touched, as mine and millions others have, by this topic.

image courtesy of MichiganMoves via Flickr

image courtesy of www.cob.org.br