Archive for October 2008

How to Take Your Brand to New Heights

When I met Tim Shannon, CEO of Dale Jarrett Racing Adventure, he had a familiar problem. His industry had become saturated, hyper competitive and market share was shrinking. Faced with this challenge, Tim did what great executives do — managed costs, improved efficiencies, redesigned the company web site, etc. etc. And while many of his…

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Learning from McCain’s Biggest Branding Mistake

If you ever wanted to know more about the effects of branding, then simply follow politics. This year we saw Hillary Clinton attempt to own “experience” early in her run for office. When it didn’t gain much traction, she shifted to a populist approach, which gained her votes but eroded her brand consistency. Barack Obama…

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12 Steps to Overcoming Brand Dilution

Laura Ries makes a compelling case for the addictive quality of creating line/brand extensions. In her view, the temptation to increase market share, by borrowing on the equity in a well established brand, is just too great for many business owners and brand managers. In many ways it parallels the way we Americans have tapped…

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