Acquisitions are meant to be moments of celebration. But, if you’re not prepared, soon the brand hangover sets in. Rather than scramble for your footing, be better prepared so that you can be a better brand partner, no matter which side of the table you’re sitting on.
Read MoreThe last two weeks have seen both Apple and Google announce their versions of “the Netflix of gaming”. And while they are similar in many ways, targeting the same types of users, the approaches to branding and naming couldn’t be more different.
Read MoreNestlé, the Swiss food giant, announced it was acquiring a majority stake in Bay Area-based Blue Bottle Coffee. And while many of Blue Bottle's fans are up in arms, the changes are all part of what happens when a brand succeeds.
Read MoreLast week, Travis Kalanick announced his resignation from Uber, the firm he started and one of Silicon Valley's magical unicorns. Having disrupted the taxi and car service industry in cities around the world, Kalanick somehow managed to disrupt his own company, angering investors, customers, drivers and municipalities to the point that #deleteuber had a real impact on the company's business. And in his tale is warning about mixing brand and the cult of personality.
Read MoreNissan's recent launch of the Nissan Rogue: Rogue One Star Wars Limited Edition isn't just a lesson in how not to name a product. It's a masterclass in what happens when marketing gets lazy and pursues partnerships that just don't make sense.
Read MoreAOL's marketing team seems to have confused themselves for their customers when developing the new name for the company. For the rest of us, it's provides a refresher on why job one for brand shepherds is understanding your customers.
Read More
