Today’s Friday Five is lifted straight from the pages of a book I recently picked up called Iconic Advantage: Don’t chase the new, innovate the old, by Soon Yu with David Birss. This isn’t a book about branding or marketing. It’s a book about building on the intrinsic “iconicity” of a brand, product or service. But it contains troves of great information for any brand manager or marketer. An early chapter on brand equity offers five great reminders about what drives iconic brands. Even if you don’t think your brand is iconic, you can learn from Yu’s wisdom. Continue reading “Friday Five: Building brand equity, the ‘Iconic Advantage’ way”
I don’t know about you, but sometimes I need to be reminded of a principle or concept I learned long ago but somewhere along the line either forgot, ignored or simply set aside while pursuing other things. Recently I was reminded of an important branding principle that hasn’t been as top of mind for me as it should. Continue reading “Be the guide, not the hero”
Happy Fiscal New Year to all whose budget year ends on June 30, which is many of us in higher education. Here’s a look back at this blog’s five most popular posts of FY17. Continue reading “Friday Five: Fiscal year favorites”
In a 1982 speech, President Ronald Reagan described status quo as a Latin term for “the mess we’re in.” If that’s the case, then David F. Labaree has no problem with the status quo of higher education. Continue reading “#highered book review: ‘A Perfect Mess,’ by David F. Labaree”
In the pantheon of great marketing minds, Jack Trout holds a lofty position. Which is appropriate, given his role in creating the branding and marketing concept known as positioning. Continue reading “Remembering Jack Trout, inventor of “positioning””
It is time once again for my annual list of books I’m planning to read this summer. Fortunately, there are only five books on my list, so that makes it fit nicely with this regular Friday Five feature. Continue reading “Friday Five: 2017 summer reading edition”
In a few short days, the world will be awash in media hype to mark the 50th anniversary of the Beatles’ album Sgt. Pepper’s Lonely Hearts Club Band, which was released on June 1, 1967. Frequently cited as the greatest album ever made , Sgt. Pepper’s is a pop culture touchstone that has influenced countless musicians over the past half century. The record’s golden anniversary has spawned several new books, a “super deluxe” album reissue, a new documentary about the Fab Four andeven a pretty hilarious mashup of the album with another pop culture icon, Star Wars.