B2B companies have always felt like a second cousin to popular consumer brands like Pepsi, Apple, Nike, and Beyoncé. B2B markets are more niche markets, their budgets are typically smaller, and B2B products and services are not always influenced by popular media. This has resulted in B2B brands taking on a second class status that
In Phil Knight’s book “Shoe Dog”, Nike founder focuses on the deals. Factory deal, sponsorship deal, celebrity deal. It’s about connecting superstars with super chic. He never talks about the cultural relevance of Nike ads or the “just do it” line taken from a Clint Eastwood movie. What Knight doesn’t seem to understand (or brilliantly
Sociologists refer to the group of people and organizations that create and market a cultural product such as a record album, film, shoe style or football game as a cultural production system (CPS). The structure of a CPS determines the types of products it creates. Factors such as the number and variety of competing systems
“Light Force.” It’s a strange combination of ideas, isn’t it? How can a force be soft? And yet, soft power can be associated with the demolition of the Berlin Wall, the Arab Spring, and the appeal that the United States has for many people around the world. For a company, soft power lies in its
A private label is not the same as a commodity product. A recent trend report from Deloitte highlights a trend that focuses on the tension between commoditization and premiumization. Deloitte explains, “In order to stay competitive, many retailers have offered private label…. While discount products (raw materials) still make up the largest part of private
With newer brands appearing in online markets every other day, it has become very difficult for brands to keep up with the competition and market their brands to a wide audience. One of the most important things brands have started doing over the years is the help of influencers on different platforms to market and
In 1966, a year before the summer of love and two years before the original Woodstock, two macrobiotic lifestyle gurus, followers of the great George Ohsawa, opened a health food store called Erewhon. With Erewhon the title is to be understood as the word “nowhere” backwards, although the letters “h” and “w” are transposed. It
Santa Claus. Santa Claus. St. Nicholas. Whatever you call him, he is a symbol of Christmas for everyone, regardless of age. But for kids, it represents so much of the joy, vitality, and energy of Christmas – because they believe. When we look at the brand, there are two key areas; the “things” and the
In its third acquisition since its inception, Elixirr has acquired Retearn, a boutique procurement, transformation and insights consultancy. Retearn was announced on the day Elixirr announced its first annual financial results since going public (+ 24% growth and significant earnings growth from a global downturn). Retearn joins the company’s House of Brands – a portfolio
We all believe that our brand and our business are unique, that no one else can do what we do, that we are the only one. But is an obsession with uniqueness necessarily true or even helpful to our business and brand? We all want our brand to stand out from the crowd, but too
