Archive for the ‘brand promise’ Category

Did you catch the recent episode of Mad Men, where Don and Peggy make separate pitches for the Heinz ketchup account? To recap, Don’s presentation boards consisted of close-ups of “ketchup-worthy” foods such as burger and fries with the headline …

We’re more connected, responsive and plugged in than ever before. Technology, the great enabler, takes the star prize for the reality we live in, but the consequence is a fast-paced world that even the most switched on struggle to keep up with. No wo…

We value brands that are solid, reliable and consistently deliver on their purpose and promise, day after day. But even for the likes of Apple, McDonald’s or Coca-Cola, there’s something to be said for the element of surprise and wonderment they br…

Storytelling invokes images of campfires, rocking chairs and bedtime rhymes. Although the threads of how we tell stories remain true to their earliest origins, the tradition continually evolves with modern invention.

About 80 percent of the mail stuffed in my mailbox comes from somebody trying to sell me something. As a marketer, I do the kind thing and read each piece of junk before tossing it. Every company gets my eyes for a 15-second sales pitch and if they do …

When I saw that Subway was the top-ranked brand in our 2012 U.S. Brand Simplicity Index, I wasn’t surprised. But how has Subway beat out its competitors in an industry where the brand experience must be quick, easy and simple just to survive?

Google, Amazon, Apple—some of the strongest brands in the last decade. They have created billions in brand value and have industry-leading business performance. What else do they have in common? Their brand success can be directly tied to simplicity,…

Should every experience be branded? Siegel+Gale’s experience guru, Thomas Mueller, defines a compelling brand experience as “that truly delightful moment when you realize a brand delivers on its promise repeatedly and consistently, because of an im…

According to a recent Forrester report, “92% of leading marketing professionals surveyed believe social media has fundamentally changed how consumers engage with brands.” This may sound like yesterday’s news—and that’s because it is. For the …

The Patient Protection and Affordable Care Act (PPACA) has been changing the healthcare landscape since it was first passed in March 2010. Now that the legislation, or at least most of it, has been upheld by the Supreme Court as constitutional, there w…