In 1962, TV viewers were first introduced to an animated sitcom about a futuristic world of flying cars, cities in the sky, and space tourism. It was The Jetsons: adoring couple George and Jane, their kids Judy and Elroy, Astro their dog, and housekeeper Rosie the robot.
Topics: Brand Development, Customer Experience, Customer Behavior, Brand Engagement
Consumers seek strong brands that share their values and aspirations; therefore, brands need to stand for something. Inconsistent brands and messages fail to make a lasting impression because it is difficult for customers to understand what these brands represent. On the other hand, when a brand is both consistent and relevant to customers, it builds recognition, credibility, trust, and ultimately loyalty.
Topics: Brand Development, Brand Positioning, Brand Portfolio & Architecture
During the brutally hot summer of 1995 Under Armour Founder and CEO, Kevin Plank, was a special teams captain for the University of Maryland football team. Plank hated how his sweat-soaked cotton T-shirts weighed him down while playing football and having to change out of them every quarter. Then, one day a thought went through his head: "There has to be something better."
Topics: Brand Development, Brand Extension, Brand Growth, Marketing Strategy
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