Ever since the mega merger with Travelers - Citigroup has been gradually evolving its brand architecture. The latest moves have just been announced. Citigroup Announces Unified, Global Brand Identity Under "Citi" Name Citigroup Inc. (WebWire) 2/13/2007 1:55:43 PM Related Topics • Advertising...
There can be do more fascinating or enigmatic ctaegory than Champagne... Is there anything more paradoxical than Champagne? Often mistaken as a product or category, Champagne is neither. It is a region from which a combination of grapes, usually chardonnay, pinot noir and pinot meunier, are blended....
Why too many brands is even worse than having too few. Pointing out that General Motors has a brand management problem is akin to telling your 92-year-old grandmother that she should improve her diet: it's too late, and there are far bigger challenges ahead. The problems facing the world's biggest...
Co-branding is a potentially HUGE brand building tool Usually, we only look at other brands as competitors. But the marketing world is changing: many marketers now perceive other brands not simply as rivals, but as potential partners in mutually beneficial projects. There has been enormous growth in...
With two decades of hindsight, it is clear that Coke won the battle against Pepsi to be the world's number one cola, but it may well have lost the war to become the more successful corporation. PepsiCo is now streets ahead of its age old rival. One of the most famous quotes in marketing was made...
Fortunately for The Body Shop, general consumer ignorance of brand architecture usually outweighs short- term negative reactions to acquisitions. In a few months' time, Jenny will be persuading her friends to buy Body Shop soap rather than L'Oreal in total ignorance of the fact that, ultimately...
