Tag Archives: Coca-Cola

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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November 20, 2009

Making Sponsorship More Visible

Don’t blend in with the scenery Most event sponsorships are lost branding opportunities, which is too bad for everyone involved. The sponsor usually doesn’t get any real recognition, which in turn makes is less likely that firms will renew their sponsorship. So how can we move beyond slapping a logo on an event Web page or [...]
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