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Find Your Brand Promise
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"A brand is not a logo or a tagline (although it may include these). A brand is not a mission statement, a website or an ad (although it may be expressed in these). A brand is a promise..." Learn More


The Logic Breathing Life Into Oreo’s New Branding I like to think of branding as breathing. It is taking in cultural meanings and giving them off. Inhale, exhale — but in this case the stuff of respiration is not air but culture. Culture in, culture out. (There’s no point of joining a conversation unless you’ve got something to say.) Making brands vivid by making them conversational and respiratory is no small shift. It represents something very like a paradigm shift in marketing, setting several additional changes in train. -Grant McCracken, hbr.org Pictured: Oreo cookie with tread mark in red crème in recognition of the Mars Rover landing.

The Logic Breathing Life Into Oreo’s New Branding

I like to think of branding as breathing. It is taking in cultural meanings and giving them off. Inhale, exhale — but in this case the stuff of respiration is not air but culture. Culture in, culture out. (There’s no point of joining a conversation unless you’ve got something to say.)

Making brands vivid by making them conversational and respiratory is no small shift. It represents something very like a paradigm shift in marketing, setting several additional changes in train.

-Grant McCracken, hbr.org

Pictured: Oreo cookie with tread mark in red crème in recognition of the Mars Rover landing.

— 7 months ago with 7 notes
#HBR  #Oreo  #branding  #marketing  #Harvard Business Review 
"Consumers still want a clear brand promise and offerings they value. What has changed is when—at what touch points—they are most open to influence, and how you can interact with them at those points."
David. C. Edelman, Harvard Business Review
— 8 months ago
#branding  #brands  #marketing  #HBR  #Harvard Business Review  #consumers 
"The coolest banner ads, best search buys, and hottest viral videos may win consideration for a brand, but if the product gets weak reviews—or, worse, isn’t even discussed online—it’s unlikely to survive the winnowing process."
David C. Edelman, Harvard Business Review 2012
— 9 months ago with 1 note
#consumer decision journey  #digital marketing  #branding  #HBR 
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