brands | Fast Company

What JCPenney Took From Apple And Gap

BY Russ MeyerFri Feb 3, 2012

With JCPenney's recent transformation, it's clear the department store has taken some bright ideas from Apple, and learned a thing or two from mistakes by Gap. READ»

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When Being #1 Can Hurt Your Brand

BY Mike HobanFri Jan 20, 2012

Being the biggest can in some cases be counterproductive to the image you want to create.READ»

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The Way Kodak Died

BY Steven RosenbaumThu Jan 19, 2012

Is it possible for a company with legacy holdings and a history of owning a narrow sales channel to evolve into a thriving digital enterprise? Kodak, which filed for bankruptcy protection today, isn't alone in trying to navigate an analog to digital transition. READ»

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7 Ways Daring Brands Walk The Line

BY John ColemanThu Jan 19, 2012

How do brands straddle that fine line between engaging and offending? What happens when the unreasonable objections of rampant political correctness threaten to stifle their best ideas and creative content? Here are a few guideposts to successfully pushing boundaries--without turning people off. READ»

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Plunging Cleavage Made As Literal As Possible In Wonderbra Promotion

BY Joe BerkowitzThu Dec 8, 2011

From the Is This Really Necessary Files: An ad launch for Ultimate Plunge Wonderbra sees women actually plunging down a giant projected neckline right into... well, you know where.READ»

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If You're Not Sitting Where Your Customer's Sitting, You're Not Really Seeing Your Brand

BY Shawn ParrWed Dec 7, 2011

When was the last time the CEO of a fast-food chain hung out in one of the restaurant's bathroom stalls and took a good look around? Probably in his salad days. But it's one effective way to experience a brand as customers do; here are 12 other ways to see your brand for what it really is. READ»

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Brands That Make Dreams Come True

BY Eduardo A. BraniffTue Dec 6, 2011

Netflix recently commissioned a new season of Arrested Development, making the dreams of millions of fans come true and giving their brand a much-needed PR boost. It got me to thinking--dare I say dreaming--about what other brands could do to make dreams a reality for the rest of us. READ»

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3 Ways To Respect The "Co" In Consumer

BY Clyde McKendrickThu Dec 1, 2011

As purchasing decisions continue to be increasingly driven based on the contribution the brand plays in society and culture, we are witnessing the birth of a new complex, dynamic, conscious type of buyer. Here's how your brand can adapt.READ»

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Netflix And The Power Of Perception

BY Nick Nanton & JW DicksTue Nov 29, 2011

As the brand-bruised Netflix admitted in a recent shareholder letter, perception matters. Here's how your company can avoid a similarly dramatic fall from grace. READ»

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Consumers Fight To "Save Thanksgiving" From Black Friday Madness

BY Russ MeyerWed Nov 23, 2011

Based on broad underlying shifts in consumer values regarding spending and consumption, we may have passed the moment of "peak Black Friday" as consumers look to adjust their values long term.READ»

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5 No-Fail Ways To Elevate A Brand's Cultural Capital

BY Clyde McKendrickFri Nov 11, 2011

Less reliant on TV advertising than ever, brands need to find ways to spend less and create ideas that generate high cultural capital and viral buzz that will net high rates of media impressions. While this sounds like wishful thinking, in truth there are five core fundamentals to guaranteeing success.READ»

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Injecting Some Serious Swagger Into Your Brand Personality

BY Josh LinknerTue Nov 8, 2011

Companies that try to appeal to everyone end up delighting no one; most brands are like needy teenagers, desperately trying to blend in. In turn, we care little about brands and often make decisions based on who has the best deal-of-the-day since true differentiation is nonexistent. If you or your company has the personality of a pet rock, it’s time to shake things up. READ»

BRANDING

The Brands That Survive Will Be The Brands That Make Life Better

BY Morgan ClendanielTue Nov 8, 2011

A new study about consumer engagement finds that companies that aren't making a difference--to the world and to consumers--aren't going to be around much longer. Instead of just making your product incrementally better than the ... READ»

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5 Rules Of Marketing To Women

BY Belinda ParmarFri Oct 28, 2011

There's a shortlist of mistakes companies and brands typically make when marketing to women. If you've ever committed the sin of "pink it and shrink it," it's time to reimagine your strategy. READ»

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"Yes, And...": Stealing The Rules Of Improv To Design Great Customer Experiences

BY Russ MeyerThu Oct 20, 2011

Like improv, experience design is an action sport, best done by a committed and crazy band of folks who are purposefully creating the new. And like improv, experience design can be delightful for the creators and the audience when it’s done well. So get on your feet and get started on improving your brand’s experience.READ»

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5 Tips On Using Instagram To Delight Your Customers

BY Russ MeyerTue Oct 11, 2011

Some brands on Instagram use it the way brands used the Internet in 1999, as a way of "digitalizing" their marketing materials. That old-school approach is no more interesting than listening to a person at a party yammer on and on about themselves and their job. Here's how to sexify your Instagram page and help customers connect with your brand. READ»

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How Starbucks Transformed Coffee From A Commodity Into A $4 Splurge

BY Debbie MillmanTue Sep 27, 2011

Starbucks created something people didn't know they needed, but suddenly couldn't get enough of, by crafting a community-centered "third place," which dictated every decision about the Starbucks brand and experience. Branding legend Stanley Hainsworth shares how he inspires people to say "I want to try that"--whatever "that" may be.READ»

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How The Zagat Acquisition Could Help Google Be More Human

BY Russ MeyerFri Sep 23, 2011

Google's recent acquisition of Zagat shows the search giant is recognizing that there is more information than can be assimilated into their algorithm--information that is created, shared and appreciated by humans, not machines.READ»

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5 Steps To Turn Your Customers Into Brand Advocates

BY Kyle LacyWed Sep 21, 2011

Marketing isn't about making a quick appeal to the masses anymore; it's about creating a personalized experience and establishing a long-term customer relationship.READ»

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How To Elevate Brand Management To Cultural Relevance

BY Clyde McKendrickTue Sep 13, 2011

It doesn’t matter whether your brand is the longstanding category leader, a new entrant, a trendsetter in fashion, or a household basic; maintaining relevance in culture makes the difference on the balance sheet and on Wall Street. A look at the companies that are doing it right. READ»