Ford’s new ad campaign tells customers to “Drive One“. I was caught off-guard by the sheer simplicity and clarity of the message. With “Drive One”, Ford isn’t trying to inspire anybody. There is no intent to build brand image or brand associations. Poetry, this ain’t. No emotion is evoked by these two words. I found [...]

Marketing classes in University reiterate one fact ad nauseum: Gen Y loves what Apple is doing. In almost every case study, every class discussion and every before-class conversation, Apple’s products and marketing strategy are mentioned. All comments are positive. Steve Jobs and Co. are the maestros of hype, arbiters of cool and the idols of [...]

There’s nothing like the feeling of knowing that you don’t belong somewhere. I am reminded of this whenever I step inside a Hollister retail store, which is so teen it hurts. No brand name over the front doors, no glass windows to see inside, and two Tiger Beat model types to greet you on the [...]

Should a company want everyone to buy their product? From a sales standpoint, it’s an obvious YES. But from a branding perspective, could it hurt you in the long run?