The Fro-Yo Wars Explained

Frozen yogurt is a popular summertime treat and personal favorite of mine; it is also a category that has experienced tremendous growth with new brands branching out in all directions. Like a tree that branches out as it grows, categories grow and diverge over time. What was once one category ends up diverging into multiple categories. And many times the original leader fails to keep up. Here is my recap of the Fro-Yo wars.

America’s Visual Hammer

Happy Birthday America! We are celebrating the Fourth of July holiday in the United States today! I'm also using today to kick-off my new Visual Hammer of the Week series. It should be no surprise that this week's selection for Visual Hammer of the week is the Flag of the United States of America.

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......

NEW BOOK: Visual Hammer

My father's theory on positioning was revolutionary, but it had a weakness. Invariably, positioning strategy was expressed verbally. You looked for a verbal hole in the mind and then you filled that hole with your brand name. The best way into the mind is not with words. It’s with visuals. They can play a more important role in marketing than words because visuals hold emotional power that words alone do not. Emotion is the glue that sticks memories and brands into the mind.

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.

  • 1
  • 2