In the CEO Afterlife

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Beer Branding: Image is Still Everything

In the CEO Afterlife

Locally and globally, maintaining resiliency of a beer brand is as exciting as it is challenging. But once your brand is on the outs with the prime target group, cardiac arrest sets in. All have failed to maintain mass brand appeal over the long haul. Labatt 50 Ale used to be the leading brand in Canada.

Brand 225
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Is Political Correctness Coming to a Brand near You?

In the CEO Afterlife

Twenty-five years ago, they launched a whimsical brand of beer called Albino Rhino. Now Earl’s is pulling the Albino Rhino brand and considering a new name. Changing the name of a brand is extremely rare. The controversy over American sports team branding and mascots has been going on for years.

Brand 243
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The Decay of Brand Differentiation

In the CEO Afterlife

There’s a host of reasons why great brands decay. Leaders Failed to Nurture Their Brands. Along the way, the leaders of these organizations turned their backs on the tenets of great branding, defined as carving out unique brand positions and adding to that strategic advantage with innovations that thrill customers.

Brand 100
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The Hard-Knock Valuation of Brand Equity Growth | In the CEO.

In the CEO Afterlife

The Hard-Knock Valuation of Brand Equity Growth. by John • October 11, 2011 • Branding , Leadership , Marketing , Strategy • 0 Comments. There’s not a Brand Manager that doesn’t want to build brand equity. Consider this exchange between Hogwash Detergent’s CEO and the Brand Manager I’ll call Janet.

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How to Create a Personal Brand Strategy Statement

In the CEO Afterlife

Branding has flourished big time—we have product brands, service brands, country brands, political brands, cause-related brands, even cultural brands. In this post I want to help those of you who are keen to create your personal brand. To do that, you’ll need a brand strategy.

Brand 100
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The Perfect Brand Slogan | In the CEO Afterlife

In the CEO Afterlife

The Perfect Brand Slogan. by John • May 23, 2011 • Branding , Marketing • 3 Comments. Most folks in the branding game will judge a proposed slogan or tag line by a defined set of objectives. If a slogan did not communicate the brand’s strategic intent, it was a non-starter. In the CEO Afterlife. Leadership.

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Old Brands. New Hands. Last Stands | In the CEO Afterlife

In the CEO Afterlife

Old Brands. by John • August 1, 2011 • Branding , Marketing • 0 Comments. I realize I’ve been around a long time whenever I reminisce about the brands I was associated with in my early career. Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market.

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