Gap’s Fall into the Mushy Middle

They used to sing “Fall into the Gap.” And consumers did. Since the Woodstock era, the Gap has outfitted millions of consumers with its lines of basic clothing. But over the past few years, it is the Gap brand that is doing the “falling.”

High Five to FiveFingers

If your brand doesn’t have a visual difference it is going to be very difficult to create excitement. Shock and surprise is what generates excitement. And excitement is what build's a brand. You need to stop consumers in their tracks to say “What is that?!” Sometimes a visual difference is a natural part of the product; at other times you need to exaggerate or create a difference. With Vibram FiveFingers, the difference is shocking and easy to see. It's the toes.

Why Google should get out of China

Sometimes the most illogical business decision is the right decision for the brand. This is certainly the case for Google. Google is pulling its company out of China, the biggest internet market in the world. Sounds illogical and crazy to me and most leaders. But it is the right call for several reasons.

Domino’s Should Apologize

Everybody knows the rule. When you do something wrong, you say you are sorry. As a society we love to scold but we also love to forgive. But how, when and why you say you are sorry also matters. Say it when you don’t have to and you create guilt where it may not have existed before. Domino’s goes out of its way to portray its guilt and lack of action for decades. And in the process mocks the stupidity of its customer base.

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.

The Pitfalls of Misdirected Packaging

Never overlook the power and importance of packaging. It is the last chance for a consumer to say yes or no to your brand. You may have done an excellent job with your brand name, PR, word-of-mouth and advertising, but if that last piece of the puzzle (the package) doesn’t fit into the consumer’s mind, you are out of luck. No sale.

  • 1
  • 2