You and me: The Brand Relationship Theory
I love “the Office”. In one of my favourite episodes, Michael Scott got herpes and wants to know who gave him the disease. He starts working backwards through his partners, chronologically. Michael...
View ArticleKey to customer loyalty
There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and...
View ArticleBrand Jordan
NBA lockout is about to end. The hot topic of discussion is what’s the damage to Brand Jordan? Michael Jordan is arguably the greatest basketball player of all times. But his skills and will are not...
View ArticleKnow Canada?
Below, is the comment I left on an article on Brand New. My thoughts on Canada’s new campaign generated some interest, so I decided to share them with you. Enjoy it! Peanut butter is Canadian “I like...
View ArticleArchetypes or stereotypes?
Recently, I’ve learned that 86% of place branding projects fail. While the research does not explain why, I am willing to bet that one of the major causes of failure is “thinking stereotypically...
View ArticleWhat makes Apple special?
I’ve been writing about branding for years, yet only one of my articles talks about the greatest brand of our time: Apple… Here is why: As soon as we start talking about brands and branding, it becomes...
View ArticleWhat does LeBron James’ first ring signify? Part 1
As expected, LeBron James has finally won his first championship. I’d like to share my thought on the mythological and archetypal significance of his first ring. This is the first installment of a...
View ArticleWhy do place brands fail? The mistakes of the places. Part 2
Previously, we mentioned that 86% of place brands fail. Then, we examined the mistakes brand consultants commit. Today, we’ll talk about the other half of the equation: The mistakes places commit. This...
View ArticleWhat does LeBron James’ first ring signify? Part 2
Previously, I shared some of my thoughts on LeBron James, mythology and archetypal psychology. Let’s continue from where we left off. This is the second instalment of a three-article series. About...
View ArticleWhat does LeBron James’ first ring signify? Part 3
This is the third and the last instalment of our LeBron James, myths and archetypes series.Previously, we talked about the significance of the relationship of James and Wade, James’ story,his...
View ArticleLife. Simplified.
All of a sudden, the earth has started to spin too fast. So much going on in the world. We are all overloaded with information and choices. It is not a surprise that brands that simplify our lives are...
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