hermelinkthink.blogspot.com

Hermelink Think

Wednesday, November 12, 2008. Where do we go from here? No brand can rest on its laurels. Ask 3M, IKEA, American Express. They know the importance of repetition, consistency and authenticity. They understand the importance of style manuals and strict trademark observance. At the same time, no brand can simply tread water. It must evolve and grow to live. The work of branding never stops for anyone. What’s this brand worth anyway? That Ham Ain’t Just a Ham. The value of a pre-cooked ham changed when a BBD...

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Hermelink Think | hermelinkthink.blogspot.com Reviews

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Wednesday, November 12, 2008. Where do we go from here? No brand can rest on its laurels. Ask 3M, IKEA, American Express. They know the importance of repetition, consistency and authenticity. They understand the importance of style manuals and strict trademark observance. At the same time, no brand can simply tread water. It must evolve and grow to live. The work of branding never stops for anyone. What’s this brand worth anyway? That Ham Ain’t Just a Ham. The value of a pre-cooked ham changed when a BBD...

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Hermelink Think | hermelinkthink.blogspot.com Reviews

https://hermelinkthink.blogspot.com

Wednesday, November 12, 2008. Where do we go from here? No brand can rest on its laurels. Ask 3M, IKEA, American Express. They know the importance of repetition, consistency and authenticity. They understand the importance of style manuals and strict trademark observance. At the same time, no brand can simply tread water. It must evolve and grow to live. The work of branding never stops for anyone. What’s this brand worth anyway? That Ham Ain’t Just a Ham. The value of a pre-cooked ham changed when a BBD...

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hermelinkthink.blogspot.com

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Hermelink Think: Does your brand have stretch marks?

http://hermelinkthink.blogspot.com/2008/11/does-your-brand-have-stretch-marks.html

Wednesday, November 12, 2008. Does your brand have stretch marks? You see it every day. Another company risks its perceived value, its customer and channel relationships to extend the brand. The goal may be to crowd out a competitor. To capture fringe prospects. To gain a few more shelf slots. Extensions can work when it makes sense. Pirates of the Caribbean was originally a Disneyland attraction. It grew into an Oscar-winning movie, a fast food tie-in and a splashy video game. Where do we go from here?

2

Hermelink Think: May 2008

http://hermelinkthink.blogspot.com/2008_05_01_archive.html

Thursday, May 29, 2008. Staking a claim in the mind. The most effective, efficient way to get inside the consumer’s mind is to be first in the category. The first brand. Jello, brand defines the gelatin category. Which is how Rollerblade became “inline skating.” Q-tips claimed “cotton swab.” And why Coke owns “real.”. Any challenging brand must stake a claim with a different—but legitimate descriptor. So, because Kleenex owns “tissue”, Puffs chose to be “soft.”. How many sports cars can you name? The fir...

3

Hermelink Think: Bytes that pay off big.

http://hermelinkthink.blogspot.com/2008/11/bytes-that-pay-off-big.html

Wednesday, November 12, 2008. Bytes that pay off big. Sound has a subtle, yet undeniable power to alter behavior. Witness how easily Dr. Pavlov taught dogs to salivate at the sound of a bell. How moms use a water tap to aid in potty training. Clearly there must be a way to use sound in branding. Subscribe to: Post Comments (Atom). Where do we go from here? What’s this brand worth anyway? Does your brand have stretch marks? Bytes that pay off big. In search of the font of knowledge.

4

Hermelink Think: Powerful brand = Instant recognition.

http://hermelinkthink.blogspot.com/2008/11/powerful-brand-instant-recognition.html

Wednesday, November 12, 2008. Powerful brand = Instant recognition. When a brand is first introduced, it helps to have a full compliment of descriptors, taglines and other amplifiers. If the company carefully excercises the brand name with its logo or service mark at every appropriate opportunity, and if the usage is clear and consistent—eventually a power brand can be instantly recognized without its name. Subscribe to: Post Comments (Atom). Where do we go from here? What’s this brand worth anyway?

5

Hermelink Think: “Bring home my favorite...You know, the one with the black label.”

http://hermelinkthink.blogspot.com/2008/11/bring-home-my-favoriteyou-know-one-with.html

Wednesday, November 12, 2008. 8220;Bring home my favorite.You know, the one with the black label.”. Color often reaches deeper than words. It’s an immediate emotional pull. I want the film in the yellow box. The perfume in the purple bottle. The cake mix with the red spoon. The diamonds in the pretty blue box. The beer in the red can. Just how important is color in branding? They wanted to send a message. It’s time to move “beyond petroleum.”. Subscribe to: Post Comments (Atom). Where do we go from here?

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Hermelink Think

Wednesday, November 12, 2008. Where do we go from here? No brand can rest on its laurels. Ask 3M, IKEA, American Express. They know the importance of repetition, consistency and authenticity. They understand the importance of style manuals and strict trademark observance. At the same time, no brand can simply tread water. It must evolve and grow to live. The work of branding never stops for anyone. What’s this brand worth anyway? That Ham Ain’t Just a Ham. The value of a pre-cooked ham changed when a BBD...

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