The following are selected from blogs written by Smith & Jones on branding and posted on their website. Smith & Jones specializes in assisting premium brands with their marketing. The blog titles have been modified in some cases and the summaries of each have been added. Send an email to firstname.lastname@example.org if you feel like rating the most and least useful of the ones you choose to read. They will be re-ordered based on your ratings. The results will be sent to Smith & Jones.
2.Truth Is the New Lie: Starbucks Branding. The print ad with two overlapping circles with “Hi” in the intersection – it is brilliant because it simply conveys that Starbucks is about getting together, not about coffee, just as Ben & Jerry’s is about cheerful rebellion, not about ice cream.
8.The Monkey in the Middle. Absolut got pushed down to the middle by sexier brands of vodka. But Campbell Soup has survived by segmenting its market and offering different options on the same supermarket shelf.
9.The Amazing Story of Microsoft, Apple and SONY. Microsoft eats Apple’s lunch, driving its share of the market from a peak 29 percent in the late 1970s to 6 percent in 2004. Then Apple eats SONY’s lunch with iPod and captures 76 percent of this market. As a byproduct of its success with the SONY crowd, Apple grew its personal computer market by 34 percent in one year. It’s about deciding where the brand fits and who your competition is.
12.Building a Brand Identity: Ben & Jerry’s. Ben & Jerry’s created a brand around their nonconformity with capitalist norms. Their culture is cheerful rebellion. Nike’s is physical excellence. Harley-Davidson is adventure and freedom. Consumers aspire to these cultures.
13.Creating Brand Awareness: Media Strategies. Procter & Gamble used to be able to do its marketing with short spots on three television stations. Now it is much more complex. Ketel One Vodka uses buzz marketing, Wonderbra uses events, Amazon.com uses public relations, America Online uses direct mail, E-Trade uses internet marketing.