In Fifty-Seven Brand Haikus, Brand Strategist Joseph Benson opines on the notion of brand loyalty: If loyalty means the repetition, periodicity, and frequency of a purchasing decision -- we can measure this. If loyalty means higher barriers to entry, the ability to command a premium price, and...
By definition, brand dilution is the weakening of a brand through its overuse. Well if you call overuse, being in the news constantly for being the most famous and beautiful couple alive, or box-office stars, or global humanitarians, or cancer-awareness boosters, or peripatetic parents of six, or just being...
In 1954 while on live television and responding to Senator Joseph McCarthy’s claim that one of his colleagues had ties to a Communist organization, Boston lawyer Joseph Welch, said: "Until this moment, Senator, I never really gauged your cruelty or your recklessness. Let us not assassinate this...
I guess the answer was “go.” At least that’s how the UK finally answered the question first posed in 1982 by the Clash, the notorious English punk rock band, in their seminal song "Should I Stay or Should I Go?” Naturally, leaving the EU has turned Great...
All my clients are talking about it: increasingly many of their younger employees struggle with verbal communications. This is a challenge when a company wants to present a unified message and its most likely brand ambassadors lack the skills, or more to the point confidence, to look...
Is it just me or does it seem that people are using technology to communicate way more but are actually saying way less? Back in the early days of email, I would receive dozens of messages a day that included quaint notions like a salutation, proper grammar,...
On July 15, Twinkies return to supermarket and store shelves across the U.S. after a roughly eight-month absence triggered by the liquidation of Twinkie's long time manufacturer, Hostess Brands. While Hostess Brands as a company may be gone, the Hostess brand remains strong. And Twinkie is...
“One day you're in, the next you're out.” Since 2004 this has been supermodel Heidi Klum’s signature line on the wildly popular reality television program “Project Runway,” which features unknown designers seeking to launch their fashion careers. It’s a clever line that has become part of...
Memories Through the Lens of a Brand Strategist Having guided many companies through brand strategy development in a Boston brand strategy agency, I tend to see the world through the lens of a brand strategist. But I didn’t see this one coming. Over a week has passed since I saw...