Should Brands Have A Point of View?

In Beyond Buzz, Lois Kelly argues that that buzz like the Subservient Chicken doesn’t work. Instead she suggests that firms should develop a strong point of view and something meaningful to talk about, such as Sun Microsystems’ philosophy that “sharing is good” or Dove’s “Campaign for Real Beauty” that aims to build self esteem in … Read more

The Harry Potter Brand Empire

Though just a fictional 17 year-old, Harry Potter has built one of the most powerful personal brands in the world. Ad Age has estimated his franchise to be worth $15 billion! Now the story will come to an end with the release of the 7th book on July 21st. There is great speculation on whether … Read more