Articles

How to Create a Power Brand

This is the subsequent article to the previously-released “The Making of a Power Brand.” In that article we highlighted a very popular brand, Starbucks, and discussed the indispensable mode of operation that its founder and CEO, Howard Schultz, had to use in order to keep his company at the forefront of a market that is inundated with competitors selling a commodity that is as common and ordinary as a cup of coffee....

The Making of a Power Brand

The simple reason Benjamin Franklin’s famous quote, “The bitterness of low quality remains long after the sweetness of low price is forgotten,” has been carried so far through time in our collective consciousness is that it’s an unassailable truth. Nonetheless, it would appear that despite its historical acceptance, some brands appear to have somehow missed that lesson along the way. Those many imperfect businesses notwithstanding, the companies with the prevailing brands that we know and love, and who thus have raving fans, did get the memo....

Branding—The Right Way

Bullwinkle used to be my neighbor. That’s right....

The Power of Positioning

My first car was a ’53 Chevy which a friend of mine unceremoniously totaled on New Year’s Eve a couple of weeks after my 16th birthday....