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16 Nov 2017

Stretchy Brands (feat. Aston Martin)

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Branding

James Bond drove the iconic car brand. But he never had to live in his Aston Martin.

Now he can.

As reported by CNN, The British luxury automobile maker announced it is licensing its name to an ultra-high-end residential tower in Miami, Florida. The 65-story condo building, to be completed in 2021, will sell units priced up to $50 million each.

Do you expect me to talk? No, Mr. Bond, I expect you to buy!

16 Aug 2017

Brand Comfort

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Branding

Some might call me an opportunist for thinking of our current state of affairs in this way, but I prefer to think of it as an acknowledgement of a deep-seated need among consumers right now: A need for comfort.

It doesn’t take much to notice that folks are a little bit on edge these days. Each news cycle brings more uncertainty, more despair – and in some cases, more fear. It’s not clear where people are going for comfort, or, if they’re going there, whether they’ve received any.

23 Jun 2017

Remembering an Advertising Legend

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Earlier this month, the legendary marketing strategist Jack Trout passed away. Along with his business partner, Al Ries, the consummate ad man made the notion of ‘brand positioning’ the holy grail of successful marketing.

Their book, published in 1981, ‘Positioning: The Battle for Your Mind’ became a clarion call for businesses large and small: To win, occupy a space where your competitors aren’t. And that space is in the consumer’s mind.