burberry trench coat

Find Your Trench Coat: Branding Success and Focusing on What You Do Best

August 11, 2015

A great brand usually begins with one thing it does very well. Louis Vuitton’s specialty is luggage. Christian Louboutin’s is shoes. Burberry’s had been the trench coat. However, often when a company achieves success, it begins to feel as if it can do anything and forgets what had made it so successful in the first place.

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AW Intern Chronicles: One Month In!

July 21, 2015

Every summer, Addison Whitney welcomes an outstanding group of college students into the office as our summer interns. This year, our class consists of four interns representing three schools from around the area – these four will be working in the marketing, brand strategy, market research and verbal branding departments, and we are excited to […]

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Diet Coke: A Case for Individualized Branding

July 09, 2015

Recently The Coca-Cola Company has revealed their plans to market all of their Coca-Cola related brands – Coca-Cola, Coca-Cola Life, Coca-Cola Zero, and Diet Coke – as a cohesive team of products, rather than individually. Market research has shown that there is some confusion about what differentiates these four products, and the Coca-Cola Company hopes […]

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Branding with Emotion

July 07, 2015

It is well known that people often buy based on emotions, and justify with facts. PsychologyToday.com cites a study which showed “when evaluating brands, consumers primarily use emotions [such as] personal feelings and experiences rather than information.” Though offering very different products, two relatively new brands, Packed Party Gift Boxes and S’well Water Bottles have […]

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