Branding

Harvard: “20 Logos We Love,” by Andrew Shea, April 13, 2013

Posted by on April 30, 2013 at 11:51 am

Harvard: “20 Logos We Love,” by Andrew Shea, April 13, 2013 I recently read “20 Logos We Love – What Makes A Great Logo” was logo-light.  It needed further explanation and clarification. My turn. Logos are symbols and are just that – symbols.  Some of them are incredibly powerful and others are just so much [...]

The New Reality

Posted by on October 2, 2012 at 10:23 am

Confidential To: The CEO From: The Former CEO, now Chairman of the Finance Committee Date: October 2012 Re: The New Reality Thanks for the extremely gracious reception you gave my last memo. I’m glad you found it useful. Thanks also for asking me to write another memo. I’m flattered. Doubly so because I really intended [...]

Crystal Ball: Best Buy – Going out of Business (Revised)

Posted by on September 19, 2012 at 1:25 pm

Best Buy has had its lunch handed to them by Amazon and poor management. Best Buy sells commodity and low margin products. Consumers go to Best Buy stores to see the products, take a test ride and then buy the products from other retailers. As has been reported, Best Buy has too many stores and, [...]

Trust Deficit $4 Trillion and Counting

Posted by on July 30, 2012 at 10:00 am

The trust deficit over the past three fiscal years through September 2011 totaled 4 trillion dollars. Trust earnings per share have collapsed. Projected (trust earnings) will continue to decline. This is consistent with research data and consistent with what we know about the trust crisis. I was not clear about what I meant when I [...]

Managing Brands to Build Brand Equity and Profits

Posted by on March 20, 2012 at 11:42 am

Executive Memorandum CONFIDENTIAL To: The New CEO From: The Previous CEO (now Chairman of the Finance Committee) Date: March 20, 2012 Re: Managing Brands to Build Brand Equity and Profits Thanks for the extremely gracious reception you gave to my memo on “Managing the Consumer as An Asset.”  I’m glad you found it useful. Thanks [...]

Instruction Manual Update: Build-A-Bear.

Posted by on February 24, 2012 at 10:03 am

In my book, I discuss Build-A-Bear being a prisoner of the past. Last week the stock was down approximately 25%. The traffic in the retail stores were down, sales and earnings were below estimates and marketing did not drive sales and earnings. Build-A-Bear has the following choices; it could sell the business, it could find [...]

Things To Think About When Thinking About Solving Problems

Posted by on February 10, 2012 at 4:43 pm

A lot of people keep solving the same problem over and over again in the same way instead of solving the ones they haven’t tackled yet and instead of finding new ways to tackle the old problems. They do this because that’s what they know how to do. This is far more common than is [...]

The DPI Instruction Manual Update: Purpose Driven Brands

Posted by on January 18, 2012 at 10:47 am

You might have seen an article in the January 16, 2012 edition of Advertising Age that focused on purpose-driven brands. Jim Stengel, the “high priest of purpose driven marketing,” makes the case that a purpose- driven brand creates value. He then creates the Stengel 50. The research proved that association with ideas have a strong [...]

Brand Recession

Posted by on December 20, 2011 at 8:52 am

Enterprises are not supporting brands because of costs, consumer demand, erosion of brand value, commoditization and hyper-competition. Circuit City, Pontiac, Saturn, Borders, House & Garden, Blockbuster and American Apparel are examples of enterprises that skated by with minimum expenditures. They found that in a recession that they were unaffordable.  “Renting volume” was a short term [...]

All In The Family

Posted by on December 15, 2011 at 8:38 am

A group of brands is like a family. If the family is close knit and has a strong identity, all members of the family will reflect and share in that identity however different they may be from each other. If on the other hand there is not much family connection, there may not be much [...]