Cohn Marketing BrandStand
Posts Categorized ‘brand strategy’
Don’t overdo it with your in-mall marketing
Kari Coughlon 03.12.12
brand strategy Regularly working on marketing campaigns for malls can be a tricky task. How much visual noise in a mall is too much? Does non-traditional media work better than the traditional poster holders? How can you create something that promotes the mall, but stands out from all of the stores’ signs…and yet not upset the stores, who are also your customers? Having been fortunate to travel to different parts of the world, I now always try to stop in a mall or four to see who is doing what and what’s new and different. The big …
Retail Revelations: A Passion for Brand
Ron Brady 02.22.12
brand strategy I had the great pleasure of attending a charity fundraiser recently and joining the table of a team of marketers from Whole Foods Market. What I expected to be a nice evening supporting a worthwhile cause soon turned out to be a lesson on brand that could never be taught. It’s fair to say that a complete experiential brand “baptism” took place that night for me – amidst the gathering of Dallas’ philanthropic set…in a private jet hanger…complete with chefs’ tasting stations, elaborate silent auction packages and a seven-piece band. I may be biased but …
BrandTours with Jeff: New Orleans
Jeff Cohn 02.20.12
brand strategy On a Chilly New Orleans Winter Night, “August” Sizzles! Recently I was very fortunate to have experienced the very best of brand strategy in action, internal brand activation and external brand delivery, one beautiful February evening in New Orleans. I was invited to a dinner at Restaurant August, the cornerstone of celebrity chef John Besh’s restaurant empire in the Crescent City. My friend (and COHN client) Michael Szyliowicz of Mont Blanc Gourmet asked me and two close friends to join him for dinner at the acclaimed restaurant, now considered to be one of the top …
Super Bowl Ad-a-Thon 2012: One company really gets it.
Jeff Cohn 02.08.12
brand strategy One of America’s favorite pastimes is the ubiquitous water cooler discussion on Super Bowl Monday. Around the office, breakfast table and coffee house, everyone likes to share their opinions on what spot was funny, interesting, well done, etc. No doubt, it’s a lot of fun. But as a marketer, it always gives me great pause to wonder if the investment is worth the return. Does anyone really remember or take action from these spots? Maybe that’s not the intent. Maybe it’s just about brand building, creating awareness for the brand, the product, the newest of …
Adding Depth To Your Brand
CJ Powell 01.23.12
brand strategy A few months ago, Chipotle introduced an online video called “Back to the Start,” which featured a Coldplay cover by Willie Nelson played over a series of images that spoke to Chipotle’s commitment to hormone-free meat and sustainability. At the time, I remember feeling like it was an odd move for Chipotle, mainly because it hadn’t done something like this before and the creative expression seemed outside of its brand standards. Nevertheless, there was no questioning the overall message: Chipotle cares about “cultivating a better world,” and this video helps Chipotle add depth to its …
“The Power of 10” — A Year Later
Jeff Cohn 12.26.11
brand strategy Marketing is active; the industry moves quickly. Sometimes, we all move so quickly that even great work has a relatively short shelf life in our memories. Other times, the work is so powerful that it seems to live on in our hearts even years later. For our company’s 10-year anniversary, I wanted our team to construct a memorable campaign that would celebrate our success, bring the team together and linger in our minds for years to come. “The Power of 10” did just that. The result was a philanthropic initiative that asked the general public …
ValuText in the News
CJ Powell 12.16.11
brand strategy For those that don’t already know, Cohn Marketing has had a busy fourth quarter. In November, we were selected to work with a number of new, well-known and respected clients. Our Dallas office has also been busy, landing another industry giant in Galleria Dallas. And one of our longest standing clients, DDR, earlier this month introduced a groundbreaking program called ValuText, which has been gaining a lot of traction in the retail and technology worlds. Cohn actually developed the ValuText program for DDR from the ground up, so it’s been fun to watch the program …
BlogWorld 2011
CJ Powell 11.14.11
brand strategy I’ve been bad. In helping clients, friends and colleagues with creating blog content to enliven their blogs, I’ve neglected to post on BrandStand in a while. But after a two-day whirlwind called BlogWorld slapped some much needed inspiration across my face, I’ve got the writing bug all over again. Please find it in your heart to forgive me… and then forgive me again for all blog-themed content you’re about to read. At BlogWorld, I sat through 10 incredibly inspiring and insightful presentations, including Cohn’s own Michael Barber speaking on mobile web and mobile apps (he’s …
BrandTours: Asheville, N.C.
Jeff Cohn 11.07.11
brand strategy I had the opportunity to visit Asheville, N.C. this week. Asheville is a great little city, nestled at the foot of the Great Smokey Mountains National Park. It’s a bastion of art galleries, creative restaurants, entrepreneurship and historic resorts. While visiting, I saw a myriad of good marketing and brand strategy lessons and want to share three of them with you. 1. The “Shop/Buy Local Movement” is alive and well in Asheville. Someone’s got the right idea. Tell every customer the impact of buying local and supporting the local economy. In almost every store …