Marketing in Real Life

Cutting through the clutter is a huge challenge, especially if you are creating a new brand. That's one of the reasons River West is reviving Brim, Salon Selects, and other brands that were least seen in the 80's. Through research they found inherent strengths, even where they weren't accurate (see the Stanely Tools section below) but clearly there is something to the notion of leveraging brands that already have a place in your conciousnesss (90% aided awareness) and updating them rather than starting from scratch. Read a sampling below or check out the whole article article from today's New York Times . Can a Tang comeback be far behind? After all, we've already seen Pabst Blue Ribbon come back from the dead. A sampling... "A great deal of what happens in the consumer marketplace does not involve brands with zealous loyalists. What determines whether a brand lives or dies (or can even come back to life) is usually a quieter process that has more to do with me...

Cutting through the clutter is a huge challenge, especially if you are creating a new brand. That's one of the reasons River West is reviving Brim, Salon Selects, and other brands that were least seen in the 80's. Through research they found inherent strengths, even where they weren't accurate (see the Stanely Tools section below) but clearly there is something to the notion of leveraging brands that already have a place in your conciousnesss (90% aided awareness) and updating them rather than starting from scratch. Read a sampling below or check out the whole article article from today's New York Times . Can a Tang comeback be far behind? After all, we've already seen Pabst Blue Ribbon come back from the dead. A sampling... "A great deal of what happens in the consumer marketplace does not involve brands with zealous loyalists. What determines whether a brand lives or dies (or can even come back to life) is usually a quieter process that has more to do with me...

Everyone knows how hard it is to create brand awareness today if you're not the latest greatest thing in a fast moving industry. As pointed out in this article from today's New York Times , there is an inherent value to well known brands of the past. In this case Brim, which through research that stated they had 90% aided awareness and the push of River West in Chicago, is being relaunched in the marketplace. Fill it to the rim! A sampling... "A great deal of what happens in the consumer marketplace does not involve brands with zealous loyalists. What determines whether a brand lives or dies (or can even come back to life) is usually a quieter process that has more to do with mental shortcuts and assumptions and memories — and all the imperfections that come along with each of those things. Stanley hired Beanstalk about nine years ago. Stanley conducted “consumer permission research” to try to determine where the Stanley brand could go. “I remember looking through the focu...