I have an idea for the Pepsi brand inspired, ironically, by my frustration surrounding the Pepsi brand. You might call me a “Pepsi Bully” if you read even half of my articles I’ve written over the last decade about the company’s consistent lack of a brand idea, lack of relevance, and their shockingly superficial attempts to be cool. Here are just a few of my Pepsi rants over the years.
Read MoreWhat follows is a simple yet powerful exercise I designed for my “Channel The Brand” workshop. The purpose of the workshop is to demonstrate the intense, positive influence a strong, single-minded brand idea can/should have on how a company not only goes to market, but how a company behaves in every way. Within this workshop is a breakout exercise that you can steal and do with your company (there are downloads of printouts at the end).
Read MoreHere’s an idea. No, not just an idea, but a challenge to brands. How about rewarding years of loyalty from your customers by NOT advertising for a year, applying that saved money to the cost of goods, and making your products more affordable during this inflation crisis?
Read MoreEveryone knows how therapeutic having a idea can be. The thrill, the chills, and just the feeling of accomplishment giving birth to a new (good) idea. What’s not talked about as much is the therapeutic value of ideas to the well-being of a company, particularly a complex organization with different, competing perspectives with the executive level as to what the brand should be about. I’ve found that multiple ideas for the team to bat around, reject, and embrace, can be a form of useful, healthy therapy for the execrative team. Let me explain.
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