Stellenbosch University (one of the four top research universities in S. Africa) is using David Lemley’s article, Identity Crisis: The Seven Deadly Sins of Branding in their course pack for Masters in Branding.
Identity Crisis: The Divine Comedy of Brand Management
Economic limbo cannot erase the fact that we live in a world where cars start the first time, phones are addictive and the gourmet coffee, is well, gourmet. Only the Unaware offer products or services they deem good enough to a world where everyone can get anything they want almost anywhere.
Today’s consumer is looking for you, the brand steward, to provide them with a self-actualizing experience. And while this needs to be orchestrated carefully, take heart, ending up in branding purgatory doesn’t happen overnight. It comes after a lifetime of refusing to be saved. Sadly, for every good thing we can do, there are many more actions we take either purposefully or by happenstance, that simply don’t contribute anything worthwhile to the brand’s presence, personality and strength.
So what can the faithful do to avoid such a fate? Keep a watchful eye over the Seven Deadly Sins of Brand.
The Sin of Ennui (more…)
Retail Voodoo believes that Brand Extension (leverage of a well known brand name in one category to launch a new product in a different category) is a smart strategy when the brand is in alignment. You can read about some humorous brand extension failures or you can view some of our Brand Extension work in action.
 |
 |
 |
Related Content:
Brandscape Scenario Planning
What is 360° Design Language and why should retailers and brand owners care?
You can read the definition at wikipedia
Retail Voodoo believes that good design language, no matter how ground-breaking or category disrupting, appears inevitable. 360° design language establishes a boundary for all forms of communication and looks effortless.
Our 360° Design Language in action.
 |
 |
 |
 |
