Monthly Archives: May 2013

Brand as Relationship

David Brooks, writing in the New York Times, nails an important fact about brands: at their roots, successful brands are about the relationship the consumer has with the product or service. Brooks explores how successful brands rise out of cultures … Continue reading

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Can You Build a Brand by Tearing Down Customers?

Abercrombie & Fitch, the clothing retailer, has found itself once again in the middle of controversy. It seems A&F’s CEO doesn’t want any fat people in A&F stores or wearing A&F clothes. Fat people are “uncool,” and only the cool … Continue reading

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Consider the Source

What perhaps started out as a trendy idea for coffee snobs—making sure the beans in your grinder were raised and harvested by fairly paid coffee farmers—has suddenly become a corporate imperative across a growing number of industries.  More consumers are … Continue reading

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A Crisis Ain’t What it Used to Be

Did you hear about the crisis rocking Mountain Dew soda? Yeah,  neither did we. It appears the rapper Mountain Dew hired to shill for them, Lil Wayne, said something offensive in a song. The company dropped Mr. Wayne pronto with … Continue reading

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