SmartWatch – Fad, Fashion or Forever? Watching the Digital Transformation of the Watch Industry

The list of smartwatches just keeps getting longer. It is now to the point where it seems likely to have gone from gadget status to a bona fide candidate for wrist space. According to industry estimates, over 28 million units will ship in 2015. The top brands vying for position in the smartwatch category are,…

Branding Gets Personal – Why We All Need To Get More Personal

In 2010, I wrote for the first time about what it means when Branding Gets Personal. Some companies and cultures prefer to keep what is personal at home and to keep everything at all professional and all business. Evermore, however, I believe that brands need to find ways to bridge the professional and personal Rubicon. Yes,…

Killing Your Brand With Fake – 9 Cases of Fake Brand Building

Pretty much everyone has an opinion on what is a brand. But, as the saying goes, it's like teenagers and great sex: lots of talk, little action. When it comes to actions, many executive teams are killing their brand with fake brand building concepts. And the worst of it is that they may not even…

Can A Niche Brand Really Stay Indie Once It Is Acquired?

There are a number of industries where the big titans seem to prefer buying up small niche brands rather than grow their own. If the internal innovation isn’t sufficient and the organic growth is not enough, the natural option quickly becomes external acquisition. This would be very much the case of the advertising business. It's also…

How To Build a Tribe – How Loyal Are You To Your Customers?

Listening to a McKinsey podcast (Hi_Tech_Podcast) entitled "Redefining the marketing landscape" and featuring Dave Edelman, I was aroused by the phrase that brands should think about being loyal to their customers as opposed to the other way around. In other words, the relationship is typically constructed the wrong way around. Brands should no longer focus on…

Luxury Brands – The Online Challenge To Be Upscale

A friend who was writing a dissertation asked me to respond to a few questions on digital marketing for luxury brands. Herewith are the questions and answers I gave. Q: Is it vital for luxury brands to go beyond having a mere online presence (i.e. a Facebook page), and really make an investment in their digital…

Google Alphabet: Spelling Success With Alphabet – Lovable Or Hatable?

I’m still considering Google’s change of name to Alphabet. Yes, I’ve read the explanatory press release and many pundits’ opinions. Yes, I realize that Google has spawned businesses far removed from the familiar search engine/media platform we have come to know and love. Yes, I agree there are likely to be many new initiatives and…