High Hopes for Marley

The Weed Wars are coming. As the legalization of marijuana continues to move forward, we will see hundreds of homegrown brands turn into a handful of big brands and eventually a couple of dominant brands. It happened with cars; it happened with beer; it happened with computers; it happened with energy drinks. It will happen with marijuana.

And the winner is…

Obama's “forward” slogan won him four more years in the White House did what most slogans do not. It cut both ways. It said something positive about his brand while also saying something negative about the competition. That’s tough to do. Obama set up the election as a choice between going forward with him or going backwards with Romney.

Audi’s Visual Hammer. An opportunity missed.

In 1990, Audi hired my Dad to help them revive the brand in the U.S. after the 60 Minute segment that nearly destroyed the brand. I remember the case well and was curious about what his exact ideas for Audi were so I dug up a copy of his report. Al’s advice: "Don't try to fight a bad perception......

Redesigning a Brand

So you want to start a business? You’ve got an idea, you see an opportunity in marketplace and you plan to work hard in building your business, but where do you start? You start by building a brand. So how do you build a brand? You need to do three things: get focused, be first and become famous.

Non-Profit Rebrand: On the House 2010

The Challenge: Help the Atlanta Union Mission, a 72-year-old brand founded during the Great Depression update its image, clarify its mission and focus its message.

Brand Makeover for the Swift School

On The House is a team of Atlanta branding and marketing experts that donated a total of $100,000 worth of services to a local non-profit organization. The idea was to give a branding makeover to a non-profit that was doing great work, but was not reaching its full potential due to weak marketing materials. The winner would receive strategic brand consulting, brand identity work, logo design, website design, photography, video production, brochures, printing and trademark counseling all for free. The winner of the prize was the Swift School, a non-profit school in Roswell, Georgia that serves elementary children with dyslexia.

How Crocs Crashed

Success is sometimes your own worst enemy. Just ask the management and stockholders at Crocs. A hot brand can burns bright too fast and fizzles becoming a fad. Believe it or not, whether your brand will become a fad depends on your strategy more than you think. The good news is the fate of your brand is very much in your control. The bad news is it may be too late for Crocs.