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Long before I joined the VantagePoint team, a bug crawled out from between the cushions on a couch in the middle of our art department during a daily traffic meeting. This one bug surprised the unsuspecting account executive who sat on the couch that morning—who, in turn, forever dubbed this couch, “the bug couch.”

I’ve never actually seen a bug descend from this couch, yet I still call it “the bug couch” like my colleagues and carefully eyeball the cushions before taking a seat. And last week, when a new account coordinator joined our team, what did we do? Warned her of the bug couch, of course!

My point? This otherwise clean, well-structured, comfortable couch had one bug many months ago, and its personal brand may never fully recover.

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Chick-fil-A logoPeople here at VantagePoint will tell you that I am a big fan of Chick-fil-A. On my way to a client meeting yesterday, I had only a few minutes to grab a quick bite. I had two options: Chick-fil-A or another leading fast food restaurant that I won’t mention by name. Because of my brand loyalty to Chick-fil-A, I was able to make the decision quickly and pulled into their parking lot. What happened next really made a significant impression (and hence the reason for this blog entry).
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transformers movie posterOn Saturday, four Transformers came to my door. Of course, they were between the ages of 5 and 10, and it was Halloween, but still. They were there. My oldest son has watched the first movie so many times he knows the dialogue, and he rushed out to pick up the latest movie on DVD the day it came out. And has watched it half a dozen times since then. (I even caught my wife engrossed in the special features the other night.) This is a 25-year-old franchise – how in the world are they dragging 9 and 16 year olds into their web? Simple. Marketing.

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NBC’s experiment with primetime television begins tonight at 10 pm, with the premier of “The Jay Leno Show.” With the 10 pm time slot typically reserved for dramas — a least on the broadcast networks — NBC is forging new territory with this nightly primetime comedy/variety show.

If we take a look at some of the reasons why NBC is taking what many deem a risk, there are some lessons for us (B2B marketers).

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angus_burgerSo I decided to go to McDonalds for lunch. I only go a couple of times a month, but I had a coupon for their new 1/3-pound angus burger. And I’d seen an ad on TV. And an ad in the newspaper. Yes, the Mickey-D’s marketing machine was working on me – until it crashed and burned horribly. Read the rest of this entry »

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VantagePoint's integrated approach to b-to-b marketing combines keen insight with bright ideas to strengthen your brand's market impact, no matter what the economy. Let us help you get a fresh perspective.

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