Your brand is one of your most valuable assets. But can you quantify how hard it's working for your company? Are your competitors engaging the power of their brands more effectively than you are?
From start-ups to Fortune 50 companies, CoreBrand can quantify and optimize your brand opportunities. We use research-driven insights to develop unique brand strategies, expressed through fresh brand identity and communications. And we help ensure employees live your brand through innovative engagement programs.
CoreBrand's Karl Barnhart is featured in AdAge's article "Flip's Quest in First Major Ad Push: Become a Lifestyle Brand".
Karl Barnhart, Managing Director, CoreBrand comments on Verizon's new ad campaign targeting AT&T's competing iPhone product in AdAge's article "New Verizon Ads Take Direct Aim at iPhone, but What Are They Selling?"
In the attached NYTimes article, James Gregory, CEO, CoreBrand, comments on the steady decline of Microsoft's brand over the past decade.
Tiger Woods’ recent domestic issue/car accident brings to the fore, once again, the risks associated with celebrity endorsement. Tiger is an über-brand, the face of a whole bunch of brands – Nike, Buick, Tag Heuer, Accenture, Gatorade, Gillette, etc. – not to mention the PGA itself. Out clauses are standard fare for brands in celebrity relationships – so if the situation continues to metastasize, the brands may well have the option to cut their losses and move on.
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When looking to create a new corporate identity or product brand name sometimes it makes sense to look at the recently departed brands instead of cranking up the naming machine. Brand equity has a half-life that survives long after a brand or company expires or is merged into extinction. That brand equity can still be brought back to life if the brand’s reputation is unscathed and the concept fits with your business strategy.
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jetBlue shakes it up once again. The airline business – an industry filled with impenetrable pricing schemes, a continuous stream of bankruptcy filings and scores of fees for previously complimentary services – has long shown signs that the incumbent business model is a relic of another time. Consumers (and ever-tightening business customers) demand transparency. The airline industry is anything but. Perhaps, that is, until today. In what is currently a limited time promotion, jetBlue is offering customers “All-You-Can-Jet” for travel beginning next month.
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