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)

Branding legacy

 

While branding has a history tied to Madison Avenue, I recently realized that its roots go back much further.

Passion for brand excellence

 

Many times brands veer off path from the core on which they are founded. A variety of aspects come into play from wayward acquisitions to loss of focus on the pillars of what created the brand in the first place

The branding of human capital

 

Recently, the business community across the United States is finding it more difficult to attract and retain talent. While some businesses have tried to create a better work environment, others have tried to create a vision of their company that is at the intersection of brand and culture.

Look to the past for future innovations

 

Brands continue to look for breakthrough innovations. It is possible to look to the past for design inspiration as well as human behaviors that can be used in the future.

Bob Diakow Brand Development • 248-231-4478 • bdiakow@bobdiakow.com

 

Faygo has been a brand that has always fought for shelf space while continuing to create a presence in the soft drink category.  Faygo Beverages’ brand has always been considered a “value” brand within the soft drink category.  However, in order to gain on market leaders Coke and Pepsi, Faygo was going to need to establish its unique flavors as an alternative to the cola leaders.

The decision was made to target a youth audience that would identify with the flavored fun names. This was achieved by creating a strategy that brought the product to life and give them personalities.  The strategy was carried out through point of sale, packaging, truck graphics and FSI ads.

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