Author: Benoit Brudge

Shaq and The General Promote Kyrie Irving’s Uncle Drew Movie

Shaquille O’Neal is a four-time NBA Champion and three-time NBA Finals MVP. So who better to pair with Kyrie Irving’s Uncle Drew character? The retired NBA pro is a brand ambassador for The General auto insurance company, which Shaq is bringing into the Uncle Drew movie that Lionsgate is producing with Pepsi—which created the Uncle […]

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Branding Is Simple

Sometimes we need a quick reality check. Branding is simple. There’s a tendency to make branding complicated, but it’s not. To paraphrase James Carville, “It’s the relationship, stupid.” Strong brands form strong relationships with customers. It’s that simple. When your customers know your brand, like it, and trust it — they’ll choose it first. If […]

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Your Brand has a Shelf Life, and It’s Shorter than You Think

Every brand has a shelf life, and It’s getting shorter and shorter. Every three to seven years your brand needs a tune up, depending on the industry. Technology brands, for instance, change faster and more frequently than industrial brands. Regardless of the industry, we all face the pressure to evolve our brands to remain relevant. […]

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Branding Is Multifactorial

Like so many other aspects of life, branding is easier said than done. It comes down to mastering a set of behaviors that are theoretically uncomplicated, but are also difficult to put into practice consistently. For instance, I wrote in Branding Is Simple, “‘It’s the relationship, stupid.’ Strong brands form strong relationships with customers. It’s that […]

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How Charlie Herrin Is Transforming Customer Experience at Comcast

At the time Herrin was the head of product design and development for Comcast Cable, and he knew the message should have been: “We are aware this isn’t working. Here’s the phone number we have for you. We’ll text you when it’s fixed.” A proactive message would take the onus off of customers—and the customer […]

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Rethinking Strategic Planning: Is Your Strategy Really a Strategy?

Managers and executives misunderstand strategy all the time. At a CEO retreat, I asked the group to take five minutes to draw an illustration of their organization’s strategy. The challenge was to create an easy to share model or flowchart to illustrate their strategy on one page. The group was initially taken aback by the […]

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A Leader Evolves: How Santander Is Refreshing Its Brand

The Economist calls Santander Bank the “king of the Eurozone” while British magazine The Banker crowned it “Global Bank of the Year” for 2017. The data supports the judgments of both publications. With more than 133 million customers worldwide, Santander’s brand is valued at EU €5,576 million (USD$6.87 trillion), making it one of the world’s 100 […]

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In Unexpected Plot Twist, MoviePass Buys Moviefone

The parent company of MoviePass, the controversial movie-going subscription service in the U.S., is buying Moviefone for approximately $23 million, according to Variety. In a deal that demonstrates a “substantial decline in value for Moviefone,” as Variety puts it, the interactive Moviefone info service is being sold by Verizon’s Oath unit as a promotional platform for […]

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Nine West, at 40, Sold Off as Parent Company Exits Shoe Biz

Nine West West Holdings Inc., the parent company of American fashion footwear retailer Nine West and fashion brands including Anne Klein and Gloria Vanderbilt, filed for bankruptcy on Friday and has decided it will exit the shoe business. The once-leading footwear, accessories, women’s apparel and jeanswear company owns a portfolio of brands and is a […]

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The Brands Helping Hype Hollywood’s Blockbuster Movies

As Hollywood tries to regain its box office mojo (beyond Black Panther) in time for the crucial summer season, brands continue to step forward to partner with the spring’s most important new film releases. Less about product placement, it’s all about the digital, TV and social buzz created when brands align with movie franchises. Quicken Loans’ […]

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