Tag Archives: Apple

July 16, 2010

Us vs. Them

Your brand’s best friend might be an enemy Red Sox vs. Yankees, Coke vs. Pepsi, Republicans vs. Democrats, Apple vs. Microsoft. These are among the most recognizable brands in the world. Each is defined in part by its opposition to the other. Can you even think of one without thinking of the other? What makes rivalries so [...]
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March 9, 2010

6 Tips for Being Negative

http://brainstormtech.blogs.fortune.cnn.com/2009/10/06/verizon-vs-att-theres-a-map-for-that/
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November 23, 2009

Branding’s Challenge: Controlling Language

You don’t own that A lot of brand experts talk about “owning” words. Tony Robbins, for example, owns “motivation”; Apple owns “innovations”; and President Obama owns “hope.” Experts propose exercises such as, “if you looked up the word ________ in the dictionary, you’d find a photo of our company.”
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