Mixed by Addison Whitney
There’s always been a mystery associated with foreign brands, but some have found ways to use their homegrown origins to give themselves a completely different brand image in foreign countries.
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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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In recent years large and well-established brands that have long been able to rely on their long-standing history as the primary source of their brand equity have realized that, in a changing world, their past reputation may not be enough to propel them forward. In some cases, it is their impressive past which is the […]
Continue ReadingEvery 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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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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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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