21 Feb’19

The “Secret Formula” for Choosing a Brand Name

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Unarguably, one of the most important branding decisions to be made by an entrepreneur is the name of the venture. Some of the world’s most iconic brands not only have catchy names, but also names with a great story behind them. These stories often offer a glimpse at the company’s history, whether or not the […]

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22 Jan’19

If the Shoe Fits: The Case for Endorsements as a Branding Tool

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Endorsements have long been a strategy for brand managers to help boost brand equity and product sales. Historically, high profile endorsements have primarily been reserved for the world’s largest companies – those with deep pockets. In today’s world of social media influencers, however, the strategy is far more available even to the smallest startups. And […]

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09 Nov’18

Is a Stadium By Any Other Name Just As Sweet? How Stadium Naming Rights Can Be an Effective Branding Tool

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The massive value of iconic brands such as Mercedes-Benz, SAP, and Pepsi are the result of many years of cumulative targeted efforts. Aside from all being ranked in the top 25 of Interbrand’s most recent brand value rankings, these 3 brands share another commonality – the sponsorship of a professional sports arena. The competition for the naming rights of sports facilities has risen immensely in recent years, with corporations spending hundreds of millions of dollars for added brand exposure (among a variety of other benefits). The strategy of stadium sponsorship from the perspective of branding is an intriguing subject.

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15 Oct’18

From Santa Claus to Kaepernick: The Role of Brand Association in Building Iconic Brands

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One recent example of emotional branding by taking a stance is Nike’s “Dream Crazy” ad campaign featuring Colin Kaepernick. This campaign received enormous press coverage and viewership outside of just its paid placements (the YouTube video of the ad has over 26 million views on the company’s page as of this writing). Over the years, Nike has masterfully constructed an emotional brand that is often associated with overcoming adversity and celebrating one’s abilities. The company’s slogan of “Just do it” carries a certain emotional weight as a call to action for anyone doubting themselves. With the recent Kaepernick ad, the company is clearly trying to  appeal to the emotions of pride and passion by showcasing a variety of athletes overcoming hardship in the form of cultural, physical and societal barriers to achieve greatness in and out of their sports.

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