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?
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.
Point of Purchase
Faygo Iced Tea Packaging
Consumer Coupon Ad
Mixer Label Design