Branding

Killing A Brand: Are You Putting Water In Your Whiskey?

At Sara Lee, we had this brand called L'Eggs. A pair of pantyhose that came inside of an egg that was sold in the grocery store - just a great brand.

“Nothing beats a great pair of L'Eggs.” 

It was a 500 million dollar brand in the 80s with an interesting concept. You could buy your pantyhose in a grocery store. 

Ask the Pros – with Elaine Fogel

In this interview with Elaine Fogel, marketing and branding expert, she answers a few questions about her work, her experience and gives us some practical tips.

  • What is the most difficult or unusual thing you have tried to do marketing for?
  • What do you love about what you do? What do you enjoy doing marketing for?
  • What can you tell us about the importance of printed marketing materials?

Does Your Brand Have A Gender Identity?

It's an odd question when talking about a brand. Considering that brands are things, not people, it seems silly to assign them a gender identity. And yet, research shows that we do see gender signals from branding. Consumers clearly like thinking of brands as male or female and there is a strong motivation for marketers working with a brand to use gender classification to connect more clearly with their customers. 

How You Can Manage & Control Your Brand.

Your brand defines the company. It's how customers identify you. You've painstakingly selected the colors, fonts, and design elements that best represent your organization, and it's your duty to protect and guard this asset.

Yet, the marketing department always seems short staffed and overburdened with the day-to-day demands, deadlines for ad campaigns, product launches and events.