BLOG ARCHIVE: ALL POSTS FOR February 2012

Building a Brand into an Icon – Part 3

Posted by Susan Gunelius

Building an Iconic Brand Through Market Research

Building a brand into an icon takes time, and market research can help you gather the information you need to do it successfully. If you missed Part 1 or Part 2 of the Building a Brand into an Icon series, follow the links to learn what an iconic brand is and how to develop an iconic brand. Now, it’s time to learn how to collect information related to consumer opinions, feelings, needs, and wants so you can develop the right brand persona. Read more

Junk Mail Survey: Not Much Difference Between Mail and Email

Posted on February 29 2012 by Anne Pilon

Junk mail has been a daily occurrence for many Americans for years. Now, many companies have switched over to contacting potential consumers via email rather than snail mail. Does changing the avenue change the customer’s perception of the message, or is it just seen as more junk mail sent in a different form?

Building a Brand into an Icon – Part 2

Posted by Susan Gunelius

How to Develop an Iconic Brand

In Part 1 of the Building a Brand into an Icon series, you learned what an iconic brand is and how it differs from an identity brand. If you missed Part 1, follow the preceding link to read it. Now, it’s time to learn how to develop a brand into an icon by building emotional involvement in your brand persona. Read more

Whole Foods Survey: Company May Try to Alter Price Perception

Posted on February 28 2012 by Anne Pilon

Organic grocery chain Whole Foods is trying to change its reputation from trendy, urban, upscale chain to a more affordable and suburban grocery store. Will the previously expensive organic fare sold at Whole Foods be able to appeal to more price-conscious suburban families if the chain tries to change its price perception?

Building a Brand into an Icon – Part 1

Posted by Susan Gunelius

What Is an Iconic Brand?

Building a brand into a cultural icon isn’t easy, but the rewards are immeasurable. Iconic brands like Apple and Harley Davidson have a level of brand equity that will sustain the brand’s life beyond any macro- and micro-environmental effect. In my new series, Building a Brand into an Icon, you’ll learn how iconic brands evolve so you can set your brand up for icon potential. Read more