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Branding

Google’s Hardware Products: Naming Conventions

A Struggle To Evolve


Google’s hardware products division raises a lot of questions when it comes to brand architecture and naming conventions. In late 2019, I wrote an article on why I think Google struggles with hardware. In doing so, I lightly touched upon its brand portfolio architecture which I believed did more harm than good.  After all, portfolio architectures are not restricted to internal consumption.… Continue reading →

Marketing During A Pandemic

The Impact Of Covid-19


Marketing during a pandemic is tough, particularly for small businesses. Public fear, social distancing, economic distress and a host of other factors have affected commerce across the globe. 

While businesses engaging in essential goods and services may get by, it’s those in non-essential segments that face the brunt of the crisis. Most do not have contingency plans for marketing during this period, simply because, they are rare.… Continue reading →

Why Marketing Messages Fail

Don’t Blame The Messenger


So, you burned the midnight oil, went through countless iterations of your work, consulted David Aaker’s book on “Signature Stories (Amazon link)” and have unprecedented confidence in your marketing message. Yet, the best crafted messages still fail to hit their mark.

The trouble with marketing messages is that you (the author) can never fully guarantee that the audience (the recipients) will find affinity, no matter how credible or well-constructed the message may be.… Continue reading →

Why Google Struggles With Hardware.

What’s Stopping Me?


Amidst much of the criticism and skepticism that Google has faced over the years, I have always had a lot of respect for how the search engine has evolved. Google has made several obvious, and sometimes questionable, extensions to its product portfolio en route to a market cap of over $900B. In particular, I’d like to discuss their interest in hardware.… Continue reading →

Why Private Labels In The Middle East Have Low Brand Equity.

Can All The Private Labels Stand Up ?


Having moved over from the branded side of the tracks, the one issue that I felt plagued all private labels in the consumer electronics industry (I’m sure it’s as prevalent elsewhere), was a lack of attention to building long-term brand equity. This was particularly the case in the middle-east.

There is, however, an undue weightage placed on price as the ultimate driver of a company’s offering.… Continue reading →

3 Elements Critical To Brand Success

Setting Up For Brand Success


I’m often asked what’s critical to brand success. While I have to say, ‘many things’, in truth, for me there are three vital elements that stand out.

Consistency

Far too often, marketers obsess over the short run, not giving themselves or the brand enough time to fully unfold. They frequently change direction when they don’t get those quick wins.… Continue reading →

How To Reposition The Competition

Use It Against Them


In an already complicated market space, positioning your product can be a very difficult task. Finding that uncontested ground is very similar to finding a needle in a haystack. So, if you had to reposition the competition, the job is a lot harder.

Repositioning is taking an established space that a competitor owns in the consumer’s mind and using an inherent weakness in it to debunk its claim.… Continue reading →

Moleskine’s Brand Extensions Explained

An Italian Job


To understand Moleskine’s brand extensions, one needs to go back to its origin. In the late 1990’s Modo & Modo, a small Milanese publisher brought back the original notebook under the Moleskine brand. The notebook was inspired by the legends of yesteryears, artists and thinkers like Vincent Van Gogh and Pablo Picasso. 

It wasn’t the most apt of times to launch a project like this given the dawn of the digital revolution and the fact that the industry was already well stocked with cheaper alternatives.… Continue reading →

The Curious Case Of The Lamborghini Countach

Quirky But Awesome


In 1988, Lamborghini released a new Countach edition to mark its 25th anniversary. It was and still is one of the world’s most iconic road cars to have ever been built.

The Countach was first commercialized in 1974 after appearing as a concept car at the Geneva Motor Show in 1971. It was originally designed by Marcello Gandini at Bertone and remained in production until 1990.… Continue reading →

Facebook’s Brand Image Gets A Facelift, 2019.

This Is The New Me


Facebook’s brand image has hit a rough patch in recent years. The social media giant has found itself at the center of several privacy scandals, electoral controversies, hate speech and misinformation.

In addition, an Edison research study estimated 15 million fewer users in the US today than in 2017. The US being Facebook’s most lucrative market, brings in more than 40% of advertising revenue.… Continue reading →