A branding blog of practical advice, ideas and examples.

Every week the Brand Insight Blog offers deep, insightful articles you can use to launch a new brand or improve your existing business ... read more →

Sports Marketing: Branding & The Olympic Rings

February 3, 2014

The Winter Olympics begin this week from the balmy town of town of Sochi, Russia. Not my idea of a glamorous winter setting, but no matter where they’re held, I love the Winter Games. I got hooked as a boy when Franz Klammer made his infamous,  gold medal downhill run at the Innsbruck Games, and […]

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The Duck Dynasty brand goes high fashion.

January 27, 2014

How do you know when the alignment of the planets has gone completely askew? When the guys from Duck Dynasty are featured in GQ magazine. Yessir, that’s right. The Robertson clan has risen from the swamps of Louisiana to the pages of GQ. On one page you have Bradley Cooper, ”the prettiest man on the planet,”  throwing […]

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Paralysis by analysis – How fear and data can kill great marketing.

January 19, 2014

In golf, over analysis never  produces good results. If you’re thinking too much —  plotting the shot, rethinking the shot, regripping the club and worrying about the position of the left pinky at the moment of impact — you’re going to fail. Same thing happens in many marketing departments and small businesses. People get stuck in […]

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The Branding of Sears

January 14, 2014
One of many successful brands that Sears built.

The Sears store in my hometown recently closed its doors. Shut down after a 60 year presence in the market. Can’t say I’m too broken up about it either.  I bought a few tools there, once upon a time. And an appliance or two, but nothing I can recall. I certainly wouldn’t say I had […]

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Fake Thrills — Another Automotive Misfire.

January 6, 2014

The Toyota Camry is not an exciting car. In fact, some automotive writers content that Toyota’s building nothing but toasters these days.  Despite that, the Camry has been hugely successful and has been the best-selling car in America 15 of the past 16 years. (Camry was No. 1 from 1997 to 2000, lost to the […]

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The ABCs of Branding: RCD

July 9, 2013

Relevance. Credibility. Differentiation. These are the basic building blocks of any branding effort.  When you look at companies — large and small — that have been successful, you’ll notice strength, consistency and often superiority in those three areas. Relevance. Brand relevance is closely related to specialization and niche marketing. Because you can’t be relevant to […]

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Who reads copy these days? The hungry ones.

April 15, 2013

I’m really tired of people telling me no one reads anything anymore. For instance, a client recently said he didn’t want professionally-written copy inside his website because, “no one reads it anyway.” He insisted that “People go to a site looking for something very specific. They don’t want to read, they just want to find what […]

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