Category
Brand Positioning

Labels are for cans, not people.

We live in a world where everyone is after everyone's business. And it's a world in which, if you lose your business, you never get it back.

A crisis can be the undoing of a company. Crisis positioning can also be handled professionally and soon forgotten.

For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.

In 2012, Domino's dropped "pizza" from its company name and unveiled a fresh, modernized logo. If you didn't know that happened, you're not alone.

There were no inflated expectations as far as the game went on Super Bowl Sunday. Deflated Seattle fans notwithstanding, the game delivered.

The craft beer industry is booming. But rather than fighting the trend, big brewers like MillerCoors and Anheuser-Busch are joining in and creating their own microbrews.

This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it.

Today, millions of consumers will log in to Amazon and other online retailers in a frantic search for the best Cyber Monday deal.

I cannot open my Twitter without being reminded by Trunk Club advertising that I'm a terrible dresser. They're all over me right now and, by all reasonable fashion conventions, they're probably right. If you're unaware, Trunk Club is a subscription gift box service of men's clothes specifically curated by a stylist based on my supposed preferences. And it's not alone. What Trunk Club is for men's clothes, Birchbox is for cosmetics and BarkBox is for squeaky toys. We're living in a subscription gift box renaissance. Harry and David is soooo 2013.