Consumer

5 Elements of House Brands

SANTA’S NORTH POLE FROZEN PEAS - NAUGHTY OR NICE?

by Michael Houlihan & Bonnie Harvey | Branding

Whether they are called own brands, control brands, custom brands, or house brands, retailers are increasing the shelf space devoted to their own labels. These control brands, or private labels, have both advantages and disadvantages for retailers, suppliers, producers, and consumers. They are born out of...

4th Quarter Consumer Spending Predicts the New Year’s Economy

DON’T SPOOK THE CUSTOMER!

by Michael Houlihan & Bonnie Harvey | Sales

Whether we call it the fourth quarter, OND (October, November, December) or the holiday shopping season, current consumer spending actually trumps all other indicators for the future of the economy. When holiday sales are down, we repeatedly see a year with slower growth. When holiday sales...

4 Pillars of Brand Promise

IT’S NOT WHAT YOU SAY; IT’S WHAT YOU DO – AND DON’T DO

by Michael Houlihan & Bonnie Harvey | Brand Building

A friend who is a Fortune 500 exec asked us recently, “What really makes a brand?” We knew he was an experienced and knowledgeable guy, and we owed him a thoughtful reply. What initially came to mind were all the elements that affect a brand: its...

A Great Brand Story is Engaging, Entertaining and Educational

A BRAND STORY – MAKE IT MEMORABLE, NOT A PITCH

by Michael Houlihan & Bonnie Harvey | Branding

Today people are looking for the story behind the brand. Where did it come from? How did its founder market it? And how did the public perceive it? Unlike a pitch about features and benefits, a brand story takes you to the often humble origins of...