“I pledge to fulfill my brand promise: I will be faithful to you and honest with you; I will respect, listen, help, and care for you; I will try to make your life better; I will forgive you as we have been forgiven; I will continue to strengthen our bond; through the best and worst of what is to come, and as long as we are together. Brand Love.”

Most brands need to earn the customer’s love over time. To speed up the courtship, several brands try to become more human-like. People choose their favourite brands with their hearts, not…

It’s safe to say that the 2020 holiday season will be different from any other holiday season for retail brands and consumers worldwide. The COVID-19 pandemic will have a profound effect on virtually everything concerning the holidays. Some brands will thrive and inspire the holiday spirit in 2020, and others will find themselves on the naughty list. The same goes for the consumers — some have extra cash from remaining stuck at home, and others will be struggling to survive after losing their jobs. The disparities will be dramatic. There have been over 1.7 million deaths from COVID-19 worldwide. …

Instagram photos showing the effects of PPE wear on HCP skin

I thought I would boil 2020 down to one precise word. An easy task, I thought. Is it COVID-19? Covid? Coronavirus? Or pandemic? The cause for so much change, havoc and disruption, but doesn’t sufficiently describe the year of hygiene rigour, social distancing, self-isolating or quarantining.

I needed Google’s top results to settle this. No such luck.

Even the original super-spreader, Twitter, asked its followers to come up with one word to describe 2020. They got over 120,000 responses but no winning word.

Every year the lexicographers at Oxford Dictionaries declare a word that crystalizes the year. I’ll use that…

Audio branding is like the icing on the cake. It provides an amazing, rich and memorable tone to your brand identity. Sound can stop you in your tracks and quickly engage you like no other sense can. Music and sounds can trigger memories and emotions. To test your audio branding knowledge, we have created a quiz. Listen to 7 different unique sounds and see if you can identify the brands.

Most retailers already leverage music as a selling tool in stores. In building a brand, the use of sound is underestimated. …

From the movie, The Sixth Sense (1999)

“Of all the things that your company owns, brands are far and away the most important and the toughest. Founders die. Factories burn down. Machinery wears out. Inventories get depleted. Technology becomes obsolete. Brand loyalty is the only sound foundation on which business leaders can build enduring, profitable growth.” — Jim Mullen, founder of Mullen Advertising.

Business leaders often fail to understand Mullen’s advice and stick to what they know, which is to continue to withdraw on their brand loyalty oblivious to the dangers that surround them.

There are thousands of brands that have come and gone and hundreds that…

Find out how brands use consumers’ fear to influence buying decision.

Photo by Camila Quintero Franco on Unsplash

Fear is the most visceral and primal emotion. It keeps us alive in dangerous situations. It is am basic survival instinct. Emotional fear can break through the mundane noise of life and have a deep, lasting effect on the human psyche. Fear is the greatest motivator to make us do things and sometimes buy things that hopefully give us peace of mind. Basically, people can fear anything from missing out, pain, failure, losing, uncertainty, the unknown, or death.

If fear is the greatest persuader, it is hard for brands…

We all know there is no link between Corona beer and the Coronavirus, but they have an unfortunate coincidence of sharing the same name. After 100 years of building a formidable beer brand, Corona is helplessly watching its brand name become a victim of a devastating global pandemic. Prior to Coronavirus, Corona Extra was the third-most popular beer in the United States. Coronavirus is becoming this century’s biggest catastrophic causing untold amounts of mental and physical mayhem on people, societies, businesses, and countries. Coronavirus destruction will live in the annals of history longer than any pale lager. …

The world is in a crisis. The doomsday prophets are alive and well. The stock market is reaching historical lows. Government leaders have never been in this situation and are making up their plans on-the-fly. The major solution is pumping trillions of dollars into a fragile system with the hope that the market will return to normal. People are terrified of the invisible COVID-19 enemy that is attacking thousands of people. Locked-up in their homes, they count the days. A perfect script for a horror movie of epic portions. But it’s not. How do you protect your brand in a…

Infamous advertising guru David Ogilvy originally defined a brand as “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” Ogilvy always had a way with words and found clarity in simplicity. While his definition is clear, logical, and succinct, it only scratches the surface. Brands, like people, aren’t easily defined. Both are complex and just plain messy. It is so complicated that Heidi Cohen pulled together 30 branding definitions to help brand owners. …

The illustration was done by David Parkins, a prolific illustrator and cartoonist. It first appeared Jan. 18th, 2018 on the cover story of The Economist titled How to tame the tech titans.

As the world becomes smaller and smaller from digitization and globalization, many brands are becoming bigger and bigger. There was a time when being too big was a disadvantage because of the layers of bureaucracy and the lack of agility, innovation, and entrepreneurship. Digital technology has changed all of that. The bigger, the better. In the book authors Robert Atkinson and Michael Lind conclude that large companies are more productive, innovative, and diverse than small ones. The number of mergers and acquisitions have doubled since 1997 to 48,825 in 2016 with a total value of $3.62 trillion. Last November on…

Rozdeba Brand & Co.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store