Recent Articles (click on the articles below to go to full versions. You can also review the entire library of articles at bobdiakow.wordpress.com)
Many companies ask about the longevity of their brand and when is it time to rebrand their business. Many factors come into play.
While some brands have gone for years, even centuries, without going through a full rebrand of their business others, others don't seem comfortable in their own skin. Many times a company's brand is solid, it's the execution that falls short.
Recently I was asked what the impact of personal branding is.
Many companies are an extension of personal brands that have been leveraged. As an example, Michael Jordan and Tiger Woods personal brands have been leveraged by Nike to create a brand within a brand.
Brands over the past few centuries have been formed based on a number of factors. Long ago brands identified a craftsman’s work and were part of his or her name giving recognition to the person who made the product.
Recently I‘ve had the opportunity to watch series of TedTalk videos the got me to thinking, are brand inspiring or are they inspired by others around them?
Black Hill Regional Eye Institute wanted to expand its market by concentrating on the 25- 40 year old age group. The strategy used was to identify situations that the target market would relate to. In addition, the strategy had to transcend several touch points including viral opportunities to reach the specific audience.
Consistent messaging created a strategy that was followed through at all brand touch points. The humorous comparison strategy was used to relate to the experience the audience experienced or had seen for people that could benefit from the Lasik procedure. Tactics include, viral posters, newspaper ads, bus signage and magazine ads.