Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Branding/69/Branding-Made-Very-Simple.html http://www.evancarmichael.com/Branding/69/Branding-Made-Very-Simple.html Do you think branding is something marketers accomplish when they place advertisements—or develop corporate identification? It’s not. http://www.evancarmichael.com/Branding/69/The-Difference-Between-Men-and-Women.html http://www.evancarmichael.com/Branding/69/The-Difference-Between-Men-and-Women.html Gender has a tremendous impact on how a brand is perceived as well as how it’s purchased. There are numerous gender-related differences including perceptions, attitudes, priorities and communication styles. http://www.evancarmichael.com/Branding/69/Give-Your-Brand-Some-Cool.html http://www.evancarmichael.com/Branding/69/Give-Your-Brand-Some-Cool.html With the success of “cool” products in the marketplace— Puma, iPod, and Red Bull—marketing professionals are scurrying to give their brands a cool appeal. But how does one make a product cool? What does it mean to be cool? As with all marketing strategies, it depends. http://www.evancarmichael.com/Branding/69/Make-the-Recession-Work-for-Your-Brand.html http://www.evancarmichael.com/Branding/69/Make-the-Recession-Work-for-Your-Brand.html As the economic cycle spins, marketers look forward to the economic highs and dread inevitable recessions. When the economy goes sour, how do brands stay alive? During an economic slump, advertising budgets tend to be the first item cut. But history strongly suggests advertising budgets should be increased during a recession. http://www.evancarmichael.com/Branding/69/Rent-a-Brand.html http://www.evancarmichael.com/Branding/69/Rent-a-Brand.html Brand licensing has exploded in recent years. With licensing, the overhead and learning curve associated with launching a new brand are eliminated. Launching a product under a trusted name is also less risky than introducing a product on its own. According to Julian Clarkson, Strategic Planning Director at Mercier Gray, "A product launch under an existing brand is about three times more likely to succeed than a newcomer with the same product in the same category without the association with the existing brand." http://www.evancarmichael.com/Branding/69/Branding-and-Brand-Monitoring.html http://www.evancarmichael.com/Branding/69/Branding-and-Brand-Monitoring.html Do you think branding is something marketers accomplish when they place advertisements—or develop corporate identification? It’s not. http://www.evancarmichael.com/Branding/69/Brand-Building-An-Architectural-View.html http://www.evancarmichael.com/Branding/69/Brand-Building-An-Architectural-View.html Successful brands have to be designed and managed to consistently communicate their attributes and attitudes. Marketing professionals give meaning to a brand by assigning it attributes to which customers will be attracted and which differentiate the brand from competitive entities. http://www.evancarmichael.com/Branding/69/An-ROSE-by-Any-Other-Name.html http://www.evancarmichael.com/Branding/69/An-ROSE-by-Any-Other-Name.html Selecting a name for a new product or company can be time consuming, subjective, and difficult. The best names stand out from competitors’ and enjoy strong recall. These days, the most effective names are “made up words,” such as Verizon and Accenture.