Engineering a Voice to Reflect Your Brand

Posted by Mitch Duckler on June 14, 2017

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.

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Topics: Brand Development, Customer Experience, Customer Behavior, Brand Engagement

Revisit Your Brand Architecture to Optimize Your Portfolio

Posted by Michael Million on June 01, 2017

 

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.

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Topics: Brand Development, Brand Positioning, Brand Portfolio & Architecture

Disruptive Innovation: Challenging the Status Quo

Posted by Mitch Duckler on January 18, 2017

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."

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Topics: Brand Development, Brand Extension, Brand Growth, Marketing Strategy

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