Topic: Brand
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You hear a lot about “Relationship Marketing,” consumers forming visceral partnerships and bonds with brands in the same way we do with other humans. We express powerful emotions toward the companies that fill essential niches in our lives and, as marketers, we throw around concepts like “affinity” and “loyalty” all…
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Unlike just about any team sport, lacrosse espouses a culture of individual style and brand focus, even among its youngest athletes. This infographic explains why larger brands are banking on the sport’s continued growth.
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As the NCAA Lacrosse Final Four kicks off this weekend in Philadelphia, we took a look at the business of the fastest growing sport in the U.S. Unlike just about any team sport, lacrosse espouses a culture of individual style and brand focus, even with kids as young as first…
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You’re going to get something wrong this week. Maybe today. Every organization does. And your customers know it.But how should you handle that mistake when it touches the heart and soul of your brand?That’s a question that has confronted a number of successful companies. Take Timberland, for instance. Driven by its passion…
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Lululemon Athletica passed the $1 billion sales mark last month, joining the ranks of Under Armour (which hit the mark in 2010). At upwards of $80 a pop for a pair of Wunder Unders (leggings) or a Define Jacket (zip-up), how does such a high-end brand appeal to the average…
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Why do brands, year after year, spend upwards of $3.5 million on a 30-second Super Bowl spot? Because with those 30 seconds in the spotlight comes media coverage, instant social media buzz – sometimes positive, sometimes negative – and weeks of viral chatter. And for the brands that really do…
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It was a difficult week for one of the world’s most iconic companies. Obviously, the saddest news from Apple was that its visionary, Steve Jobs, died too young after years of failing health. While his legacy as an innovator, inventor and marketing genius is secure, some worry about the future…
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The day after Derek Jeter homered to become the first New York Yankee to record 3,000 hits, a couple of sports talk radio hosts and callers were ridiculing Christian Lopez, the fan who caught the ball. He was “an idiot” because he was going to give the ball to Jeter…
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As a technology company prepared to launch its sleek new remote control in China, the CEO was asked a simple question. Why China? He reasoned that the Chinese love high tech stuff, many have the means to buy it and they love to show off the latest technology to family and friends. All…
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I recently found myself dreaming about bringing two brands together. My wife was tapping away on her iPad as I was driving along unfamiliar roads during a family vacation. She had access to information that I wanted on the dash. Reading espn.com, watching “Modern Family” episodes or going through email…