The “Mad Men” era of the 1960s was a Cambrian explosion of brands — from cigarettes to soap — that have come to define modern marketing. Understanding how those marketing campaigns began helps to explain why branded products are so ubiquitous today.
(thanks for the link Paul)
Check out this great reprinted chapter in Debbie Millman’s new book “Brand Thinking and Other Noble Pursuits”
How Starbucks Transformed Coffe from a Commodity Into a $4 Splurg.
In this interview, Stanley reveals his secrets about the magic that helped to create a brand that conquered the world. The sensation that is Starbucks required elements of wisdom, integrity, showmanship, and intelligence. I got the sense talking with Stanley that each of the points he made—about Starbucks and other topics—could be explained in even greater detail. Each could have its own commentary in which Stanley unfolds, like an accordion, the full three-dimensionality of his experience and insight.
all your brand needs is three little words.
robert polet - the former head of gucci group and acknowledged as the force for turning it into a tremendously profitable business - speaks about the importance of clearly defining the “DNA” of each of Gucci’s eight brands in three words.
It might seem like a minor detail, but what sets Polet apart from bog standard marketers is his appreciation for brevity. Most marketers are still using bifurcated pyramids or concentric circles with level upon level of pointless and self-defeating complexity to define their brands.
so - what 3 words would you use to describe your brand?
