Building a global brand is the ultimate goal of any major business.
It’s one thing to be successful on a local or hyperlocal level. It’s quite another feat to take that same local presence and expand that to a larger stage. Many have succeeded, but even more have failed at doing so.
As you get closer to the birth of your new baby, you may start to wonder whether you should stick with a name from one of those baby books, or whether you should go off the beaten path and name your child after, let’s say, your favorite character.
Some people have done this successfully, such as Penn Jillette of Penn & Teller who (with his wife’s blessing, we assume) decided to name his daughter Moxie Crimefighter. Who can’t say that a crimefighter isn’t a favorite character somewhere along the way?
But let’s say that you have more personal favorites from the world of books, games, food products, or other marketing. Why wouldn’t you want to name your child after one of those characters… if ONLY YOU KNEW WHAT THEIR REAL NAMES WERE?!?!?
Poppin’ Fresh – the Pillsbury Doughboy
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Whenever Web Watch travels around the country, we always try to “go local” whenever possible. We can eat at an Applebee’s or a McDonald’s almost anywhere… but we’ll go out of our way to chow down at an IN-N-OUT BURGER or grab a beer at the WYNKOOP BREWERY because, well, we can’t get that stuff locally.
Well, we could if we put some effort into the project, but you know what we mean. When you travel, you want to be like a native. If that means drinking sweet tea while in the South, or grabbing some BBQ in Texas, having a lobster roll in Maine — well, by golly, that’s what we’re going to do.
From Altoids to Zima:
The Surprising Stories Behind 125 Famous Brand Names
As Web Watch drives around Suburbia, we can’t help but notice that in strip mall after strip mall, all the signage for the retail stores are almost always the same color: red.
There should be a community ordinance about it, but everywhere we look we see red signage.
And while we understand why this may be the case — easier to see in all light and weather conditions – we got to wondering whether a red sign was really the best choice for all business types.
Designing Brand Identity: An Essential Guide for the Whole Branding Team
Have you seen the classic Dudley Moore movie CRAZY PEOPLE?
It was about a burned-out advertising executive that decided that Truth in Advertising was more important than lying to potential consumers about what a product could or couldn’t do.
Like the oft-quoted line about Volvo cars back in the day, “Boxy, but safe”. True on both accounts.
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You see them everywhere you go as you drive through your local suburbs, cruising by the strip mall shopping center:
The sign twirler, sign spinner, human directional sign, sign waver, sign flipper, living sign, or a casual sign holder on a stick . And you always do the same thing as you drive by: “hey, look at that idiot with the sign!”
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If you’re a brand manager, one goal of your job is to ensure that you have an active Social Media presence.
Some companies do it well. Some companies do it poorly. Some companies are non-existent in the social space. Those that do it well don’t necessarily need any more advice other than to keep doing what’s working. Those that do it poorly need all the help that they can get. And those that aren’t participating at all – well, maybe that’s okay for them. It depends on the industry and their products, we suppose.
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Hattie Garlick has a plan.
For 2013, she decided on a unique New Year’s resolution, to try to raise her son Johnny as cost-free as possible for a year.
That’s right — she’s not going to spend any money for anything that’s specifically geared towards her 2-year-old son.
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