Mixed by Addison Whitney
Proctor and Gamble has been a case study for branding strength for the past 50 years. Its market insight, audience-centricity and ability to invest in brands have grown its brand portfolio to 180 total brands, including 23 different billion-dollar brands. Brands have come into the P&G fold through internal innovation (think Swiffer) as well as […]
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When determining the success of a sports franchise brand, the product on the field obviously plays a large part. Wins bring publicity, excitement and recognition, all which are important aspects for any team’s brand. But much of what goes into building a strong sports brand can’t be counted on the scoreboard. When looking to successfully […]
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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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As June comes to a close, consumers begin to see the flood of red, white and blue wash over their favorite brands, as each looks to find a way to incorporate the Fourth of July into their branding, marketing and advertising efforts. As with many holidays, brands can easily get lost in the increased noise […]
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It has been said that you never get a second chance to make a first impression. For many new assets the clinical trial stage of development is that first impression – the initial interaction it will have with those who will impact its future both from research and consumer perspectives. With a strong brand in […]
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There is never a lack of competition for brands, both within their own industry or for the attention of their audiences. This constant competition underscores the importance of creating and maintaining a strong branding strategy and ensuring that all aspects of a brand are in line with that strategy. Here are three industries that have […]
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Welcome to Addison Whitney Capabilities Month! Throughout the month of March, we will be designating one week where we will be highlighting one of Addison Whitney’s capabilities – visual branding, verbal branding, market research and brand strategy – via brand salsa and our social media channels. This week, we are focusing on Verbal Branding, which encompasses […]
Continue ReadingLooking to make a considerable mark in the smart/connected home market, Lowe’s has begun leveraging Iris, its new brand that offers a range of connected home products, as outlined in a new article from Warc, an advertising best practices, evidence and insights website. The article, “Lowe’s Builds Smart Home Brand,” looks into how this new […]
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We’ve all heard the expression “there’s no need to reinvent the wheel.” Typically, it is used to explain the reasoning behind keeping the status quo, and not taking a chance and making a change where the speaker doesn’t see one being necessary. A brand strategy approach that takes this route is a risk and reward proposition, […]
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