In a recent conversation with Bob Knorpp on his BeanCast podcast, Bob opened by sharing the latest study from YouGov, which explored how political polarization is influencing brand perception in the U.S. According to the survey, only 29% of brands have bipartisan appeal, with most brands leaning either conservative or liberal. From there, our conversation… Continue reading America’s Polarized Politics Are Obvious—YouGov’s Study Attempts To Link This Polarization To The Brandscape
Category: Articles
Proactive Brand Defense: Why Warren Buffett’s Advice Matters More Than Ever
Warren Buffett’s wisdom rings true: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” As an expert witness in trademark cases and a veteran brand consultant, I’ve seen the profound truth in these words. However, in today’s digital age, even five… Continue reading Proactive Brand Defense: Why Warren Buffett’s Advice Matters More Than Ever
Woke-Up Call: Universities Need A Brand Reboot
Many of America’s most renowned colleges and universities have been in the headlines for all the wrong reasons. In the wake of turmoil over colleges’ responses to the latest social and geo-political uproar, a much deeper fissure has been laid bare that has the potential to break the brands that elite schools count on to… Continue reading Woke-Up Call: Universities Need A Brand Reboot
Tesla’s Rough Road Ahead – Waning Product Differentiation And A Toxic Musk Brand
Product differentiation has not sold cars for decades. Cars today all drive and mostly look the same, equipped with the same features, from rain-sensing windshield wipers to LED headlights and surround sound. Automakers now rely on being badge brands, much like fashion or beer companies. They hope buying a particular brand will make you feel… Continue reading Tesla’s Rough Road Ahead – Waning Product Differentiation And A Toxic Musk Brand
Fumbling In The Red Zone, Dove’s Super Bowl Ad Comes Up Just Short Of Winning
As a football fan and a branding professional, I’m looking forward to the Super Bowl. Kansas City and San Francisco are great teams and, sure, there’s Travis and Taylor. But, while I certainly appreciate the play on the field, I’m much more adept at being armchair quarterback when it comes to refereeing the advertising. Given… Continue reading Fumbling In The Red Zone, Dove’s Super Bowl Ad Comes Up Just Short Of Winning