Branding the West Coast of Ireland – the Wild Atlantic Way

SLí AN ATLANTAIGH FHIÁIN

As if Ireland didn’t need another reason to attract visitors to this magical, historic and bucolic gem of an island, it has given the world one more reason to make that visit: the Wild Atlantic Way! The Wild Way Logo Stretching along 2500 kilometers of rugged...

The Brand That Promises Clean Water For All

FROM SEGWAY TO SLINGSHOT

According to the World Health Organization, almost one billion people are without direct access to safe drinking water, resulting in hundreds of deaths per year. Competition for this limited but essential resource is increasingly resulting in violence around the globe. Slingshot In most places, the problem...

Elon Musk – Brand Builder Delux

THINK BIG, REALLY BIG!

Serial Entrepreneur When we are asked, "Who is your brand building hero?" the answer is easy: Elon Musk. He has built and sold brand after brand. He is the classic entrepreneur, taking the money from his last sale and plowing it into a new project, each...

Palcohol Learns an Important Brand Lesson – the Hard Way

PLEASE UNRING THAT BELL

Palcohol, a new brand of beverage alcohol, attempted an introduction into the U.S. market. What makes this brand different is that unlike its competition, it’s dry - really dry. It’s so dry, in fact, that it’s powder! Just add water or basically any liquid and voila,...

Yahoo Changes its Logo with Caution, Strategy, and Thoughtfulness

EVOLUTION, NOT REVOLUTION

Changing your logo can be dangerous - especially after 18 years of stability, creating an identity with a customer base, and establishing a business around it. Your logo is the flag everyone salutes whether they are your employees, customers, or advertisers. A sudden change can rock...

The Ten Commandments of Brand Stewardship

ACQUISITION IS JUST THE BEGINNING

Companies that acquire a brand may think they “own” it, but they are really brand stewards. They are responsible, like parents, to protect and grow the brand so it will continue to thrive under their stewardship. Many brands have survived multiple owners. Many have died in...

Rebranding a City

COLD STEEL TO HOT BRANDS

Rebranding Syracuse, NY Can a city rebrand itself? That's the question Syracuse, New York is answering in the affirmative. The post-WWII industrial boom that fueled its economy for nearly a half century has all but disappeared. It left this historic city with big challenges, including unemployment,...