branding

B Style for Sale

Mon Sep 13, 2004 at 12:09 PM

David Carr writes in the New York Times today that American Express is publishing a no-name magazine that's sent out exclusively to Centurion cardholders. With a sleek, black-on-black cover designed by the creative director of ...READ»

BRANDING | 3 comments

Personal Branding - Still Relevant?

BY Stephen HarrisFri Aug 13, 2004 at 10:04 PM

In a prior blog entry, Halley Suitt asks - "Is the Brand Called You still relevant?" If you are a SlowCompany kinda guy, someone looking to be stepped on and stepped over. If you prefer to be the crowd, not above it, well then the ...READ»

BRANDING | Comment

Brand New Brand You

Fri Aug 13, 2004 at 9:50 AM

I caught up with Tom Peters the other day here in Boston. As for re-imagining and re-inventing yourself, he and Madonna run a close race, and they may even be in a dead heat when it comes to staying cool, new, fresh and alive. ...READ»

BRANDING | 2 comments

Branned

Thu Aug 12, 2004 at 10:59 AM

Does brand dominance + banning competitors = Branned? The Halifax Herald is reporting that attendees to this year's Olympic games in Greece may have their goods confiscated or even told to turn their clothing inside-out (!!) if ...READ»

BRANDING | 5 comments

United We Brand

Thu Aug 5, 2004 at 2:46 PM

In this month's issue, Linda Tischler writes that brands are less and less about what we buy, and more and more about who we are. Seeing as we're in between the Democratic and Republican national conventions in an increasingly ...READ»

BRANDING | Comment

What You Crave II

BY Heath RowWed Jul 28, 2004 at 9:40 AM

Michael does well to mention the new movie Harold and Kumar Go to White Castle. Not only is it an East Coast fave, it's big in the Midwest, as well -- I fondly remember White Castle meals while visiting family in northwest Indiana. ...READ»

BRANDING | 2 comments

What You Crave

Mon Jul 26, 2004 at 6:20 PM

Two screen writers have taken the concept of lovemarks -- inspirational brands -- to a whole new level, with the soon-to-be-released feature "Harold and Kumar Go to White Castle." For those of you who don't know, White Castle is a ...READ»

BRANDING | Comment

Lovemarks, Revisited II

BY Heath RowThu Jun 17, 2004 at 4:22 PM

Fast Company has been nominated as a lovemark by participants in Saatchi & Saatchi's most recent online project. Based on the work of Kevin Roberts, the project helps people find where their organizations sit on the love-respect axis ...READ»

BRANDING | 6 comments

The Brand Called Yahweh

BY Heath RowThu Jun 17, 2004 at 1:35 PM

While on tour to help support her record "American Life" -- and days before releasing her third children's book, pop star Madonna has announced that, inspired by her Kabbalah dabbling, she's changing her name to Esther. Esther. ...READ»

BRANDING | Comment

The Brand Called... Who? VIII

BY Heath RowMon Jun 14, 2004 at 5:58 PM

We may have discovered the earliest instance of a family naming a child after a commercial brand. The Scotsman reports that in the year 1379 -- 1379! -- a couple named its daughter Diot Coke. Now, Coke was yet to be a brand -- it was ...READ»

BRANDING | 2 comments

Finding Your Drivers

BY Magnus HoijWed Jun 9, 2004 at 12:10 PM

In differentiating your product from your competitors, you need a solid brand. But are you building the right kind of brand? In the recent issue of McKinsey Quarterly, the authors suggest that you need to find the "drivers" for the ...READ»

BRANDING | Comment

The Brand Called... Who? VII

BY Heath RowWed Jun 9, 2004 at 11:36 AM

Tom Peters recently revisited the brand called you. Updating it for the now, he offers the following basic advice: Think about great gigs Be a spin doctor Master something Laugh off the fabulous screwup Embrace ambiguity Loyalty ...READ»

BRANDING | 2 comments

The Brand Called PhD

BY Heath RowTue May 11, 2004 at 12:42 PM

In the June issue of Fast Company, Tom Peters returns to the idea of the Brand Called You, updating it for the now with eight tips and tactics. Meanwhile, according to PhysicsWeb, physicists at Clarkson University have determined ...READ»

BRANDING | 1 comment

Brand (Con)Fusion

Wed Apr 14, 2004 at 3:16 PM

Bob Dylan once said the President of the United States sometimes has to stand naked. Now the iconic troubadour is selling push-up bras and garter belts for Victoria's Secret. Has he changed his tune? Back in November, FC staffer ...READ»

BRANDING | Comment

How to Fix a Broken Brand II

BY Heath RowMon Apr 5, 2004 at 7:14 PM

Jennifer Rice adds her own take on the recent FC Now discussion about brand turnarounds. To whit, leaders need to: Listen to customers and understand what they want. Determine how your customer experience measures up to what they ...READ»

BRANDING | 1 comment

Eddie Bauer's National Park Service

BY Heath RowMon Apr 5, 2004 at 4:51 PM

If the concept of a Pepsi-branded playground concerns you, our country's national parks could be next. In a recent article, Bill Berkowitz takes a look at the National Park Service's ongoing budgetary woes -- and early exploration of ...READ»

BRANDING | 3 comments

How to Fix a Broken Brand

BY Heath RowTue Mar 30, 2004 at 6:07 PM

In early 2002, Scott Bedbury offered nine ways to fix a broken brand. Yesterday, Harvard Business School's Working Knowledge published a piece on second acts for old brands. They're an interesting comparative read. First, Bedbury's ...READ»

BRANDING | Comment

The Brand Called... Ouch

BY Heath RowTue Mar 9, 2004 at 10:29 AM

Late last year, I came across the Design Conspiracy's What Brand Are You? point-and-click naming service. Yesterday morning, the London-based ad agency's Ben Terrett emailed me to say that the company just won an Orange Telecom Small ...READ»

BRANDING | 1 comment

The Brand Called UK II

BY Heath RowMon Feb 23, 2004 at 4:57 PM

No sooner had I posted that previous entry, did FC Now reader Kirsten Osolind email me a recent piece on Chicago's brand. City leaders just finished a year-long research project designed to discover Chicago's brand identity: slightly ...READ»

BRANDING | Comment

Name Game

BY Heath RowThu Feb 19, 2004 at 11:04 AM

Even though the Comcast-Disney to-and-fro continues, a director for a corporate branding firm raises the question of whether Comcast should keep the Disney name as part of the potential merged organization. Rather than go with a ...READ»

BRANDING | 2 comments

Brands vs. "Fantasy Names"

BY Heath RowWed Feb 4, 2004 at 10:16 AM

Swedish Fast Company reader Daniel Delviken emailed us early yesterday morning to pose an interesting question to our staff. A colleague thought it'd be a good idea to open up the query to the wider readership. Delviken ...READ»

BRANDING | Comment

A New Brand You III

BY Heath RowMon Feb 2, 2004 at 1:36 PM

Parallel to people changing their names from Goodyear to Dunlop and cities changing their names, the Detroit Free Press reports that a "self=described engineering geek" has named his son Jon Blake Cusack 2.0.READ»

BRANDING | Comment

The Brand Called... Who? VI

BY Heath RowWed Jan 21, 2004 at 5:24 PM

In response to an entry yesterday, Jay Jurisch, creative director for Igor, clarifies my number conundrum: Actually, that's 9.3 million potential names, and that's specifically for the Drug-O-Matic name generator -- the other ...READ»

BRANDING | 3 comments

The Brand Called... Who? V

BY Heath RowTue Jan 20, 2004 at 1:08 PM

Shades of the Design Conspiracy's online branding tool, Wordlab also offers free naming and branding consulting. Currently offering 23,747 entries in 42 categories (or 340,000 combinations, or 9.3 million potential names -- the ...READ»

BRANDING | 1 comment

How Equate Equity?

BY Heath RowTue Jan 13, 2004 at 1:54 PM

A new book by Nick Wreden, FusionBranding: How to Forge Your Brand for the Future challenges conventional wisdom by proposing that brand equity doesn't really matter. Customer equity does. First emerging in the early '90s, the ...READ»

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