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Brand Flops: 5 Lessons Brand Managers Can Learn From Epic Brand Failures
/0 Comments/in Brand Ambassador, Brand Audit, Brand Auditing, Brand Champions, Brand Failures, Brand Relevance, Brand Reputation, Brand Research, Brand Risk Management, Brand Risk Mitigation, Brand StrategySuccessful branding is not easy. That’s why Coca-Cola, Sony, Microsoft, Ford, Colgate-Palmolive, McDonald’s and more — a few of the world’s biggest brands — have been responsible for some giant-sized branding flops. In 1957, the introduction of the Edsel by Ford Motor Company was such a big failure that the name “Edsel” has become […]
How to Use Brand Positioning to Build Brand Impact in an Overcrowded Market
/0 Comments/in Brand Personality, Brand Positioning, Brand Profiling & Positioning, Brand Strategy, Brand Values, BrandingMondelēz International is a globally recognized snack manufacturer responsible for over 50 brands. However, according to its fact sheet released in 2015, 13 of its ‘power brands’ in 2014 were responsible for 60 percent of revenue which suggests that those 13 high performers have stronger brand positioning than the rest of the portfolio. In fact those 13 […]
How Do Challenger Brands Become Market Leaders?
/0 Comments/in Brand Culture, Brand Differentiation, Brand Experience, Brand Personality, Brand Strategy, Brand Values, Branding, Challenger Brands, Customer Engagement, Disruptor Brands, UncategorizedIn Silicon Valley, startups reaching a valuation of $1 billion are known as unicorns because they’re considered so rare. As of April 2016, there are 165 such privately-owned companies from Airbnb to ZocDoc,[1] a number which might suggest to the casual observer that the unicorn isn’t quite so rare after all. However, “Failure is the […]
Want to Build Your Brand? Lorraine Carter Speaking at Bucharest Tech Week
/0 Comments/in Brand Leadership, Brand Loyalty, Brand Strategy, Branding, Business, Keynote SpeakerAre you launching a new brand to market or considering rebranding but you’re not sure where to start to ensure a profitable return on your investment? Have you got a really fantastic product or service but you’re struggling with how to clearly articulate what your brand stands for and what makes it really different […]
Brand Equity: How to Measure the Strength and Effectiveness of Your Brand
/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Culture, Brand Loyalty, Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Research, Brand Values, Brand Voice, Branding, BusinessAccording to statistics, 88 percent of consumers say quality makes them loyal to a brand, and only 50 percent say price is their primary concern. [1] Also, when people have a negative experience with a brand, 50 percent said they were unlikely to consume content from that brand again. Clearly, this data shows how important […]
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Persona Branding & Design Consultants
Contact: Lorraine Carter
T: +353 1 832 2724
Carra House
Howth, Co. Dublin, Ireland
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