So the brand is really a creation of our personality and chunk of our identity in our lives. It’s our story combined with the brand’s story.

We say that an iconic, recognizable label needs three things: a clear visual that represents the name – an icon like the bison, the brand name and lastly the style of beer. This is what consumers are cruising for as they cover the shelves.

If you’re like me most of your banking is done online these days. I go the accounts area, pay bills, move money around and occasionally check out other services, all with no person involved. I then deposit checks at nonhuman ATM machines. I usually only interact when I need something fixed or just plain don’t [...]

Brand strategy is the connection between your marketing goals and your customers’ experience. How you position your brand defines who comes to buy, why and how to build your market.

The shocking part about the Gap’s disastrous misstep is that it shows their lack of connection to their own consumers, which is incredibly important.

I don’t think all multiple store chains are killers of authenticity. Fundamentally, what do they provide that’s not being served to the consumer? And is it real in how it connects to consumers’ experience?

Target’s entry with P-Fresh will add substantially to the already glutted grocery store square-footage in the United States where more and more retailers are competing for the same number of consumer dollars.

The actual design of the new labels along with the methodology to change the names is a disjointed and confusing with sports illustrations that look like a collage gone bad. There are so many activities I can’t figure out what I’m supposed to be doing. The visual images are more evocative of an energy drink than a beer.

Yahoo’s parent affiliation with Flickr prompted many loyal Flickr users to respond with negative comments about this “brought to you by” connection.

Tropicana got lost in the world of generics. It was just another white container with a picture of orange juice pouring. Consumers were saying where’s the orange with the straw?