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Branding

Gillette Marketing Gets Woke

Gillette Marketing Gets Woke, But Who Believes It?

Deborah Budd
1/30/2019

A shift in marketing strategy in the wake of the #MeToo era may have seemed like a good move for Gillette, a long-time market leader ...

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Johnson & Johnson

Johnson & Johnson Asbestos Scandal: Death of a Fabled Brand?

Deborah Budd
1/16/2019


It takes a lifetime to build a good reputation, but you can lose it in a minute.  

-Will Rogers

Brand scholars should find it interesting ...

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Most Read of 2018

The Most Read Second Wind Articles of 2018

Second Wind
12/31/2018

In our end-of-year review, we checked to see which articles attracted the most readers last year. Here are the topics that received the most clicks ...

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The Agency Brand

The Agency Brand: How Do You Show Who You Are?

Deborah Budd
12/13/2018

It is fascinating to see how people identify themselves to the world on Twitter, via their use of images and ever-changing Twitter “handles.” That self-identification ...

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Rebranding Resistance

Why Rebranding Often Excites Resistance to Change

Deborah Budd
11/8/2018

“[Rebranding is] the most asymmetrical corporate strategy of them all. There is literally no upside of a nice new logo; there is only pain if ...

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Believe Me

Believe Me: When Brands Fake Authenticity

Deborah Budd
10/1/2018

The secret of life is honesty and fair dealing. If you can fake that, you've got it made. –Groucho Marx

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Outflanked: Product Extensions

Outflanked: Product Extensions or Extended Confusion?

Deborah Budd
8/30/2018

As you stroll the grocery aisles in search of brands you are loyal to, you may find it ever more difficult to find that product ...

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Brand Derailment

Brand Derailment: Papa John’s Founder Gets Too Real

Deborah Budd
8/14/2018

Brands today hold authenticity as a very important brand trait. It’s understandable: studies and polls indicate that today’s audiences, especially millennial and younger ...

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CVS Marches

CVS Marches onto the Body-Image Battlefield

Deborah Budd
8/1/2018

A new brand has stepped onto the body-image battlefield—and it isn’t a beauty brand, but one that could shake up practices in that ...

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Trademark Color

When Color Is The Brand: Trademarking a Color

Deborah Budd
7/5/2018

We live in a colorful world. Every day we are surrounded by color—in how we decorate our homes, the colors of our vehicles, the ...

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Brandless: Branding Bad… Trademarks Good?

Deborah Budd
6/25/2018

The growing market for healthy, eco-friendly, organic and natural products (as ill-defined as all of those terms are) leads to some curious examples of new ...

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Scout Me In

Boy Scouts of America Rebrand: Strategic or Brand-Damaging?

Deborah Budd
5/23/2018

The Boy Scouts of America has a long history in the USA. At 108 years old, it can definitely lay claim to being a heritage ...

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Disloyalty Programs

Disloyalty Programs: Trust Erosion Happens in Drips, Not Downpours

Deborah Budd
5/16/2018

The Customer has been in charge ever since the arrival of social media. Suddenly, the people to whom companies pushed products, who advertisers sought to ...

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Building a Green Niche

Building a Green Niche from the Inside Out

Deborah Budd
4/18/2018

As agencies position their skill sets and services to gain some level of differentiation from competitors, one avenue to consider is the greening of American ...

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Globe Logo

A Logo Made for Mockery, or Effin’ Brilliant?

Deborah Budd
3/22/2018

“Everything should be made as simple as possible, but not simpler.”
Albert Einstein

Shakespeare’s Globe Theater in London just launched a logo redesign that ...

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Jane Walker, Gender Marketing

Jane Walker, Gender Marketing and What Women Really Want

Deborah Budd
3/13/2018

In advertising, don't talk down to the consumer. She may be your wife.
David Ogilvy

David Ogilvy was a wise man, but even he ...

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Olympics or Super Bowl

Olympics vs. Super Bowl: Which Ads Got Better Brand Awareness?

Deborah Budd
3/1/2018

Big-event marketing is a risky bet for major companies and brands. It is difficult to get a good measure of the return on investment (ROI ...

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Tide Pods

Tide Pods: Brands’ Response to Product Misuse

Deborah Budd
2/8/2018

It is the goal of many top brands to innovate in ways that re-engage existing customers and create new loyalists. Procter & Gamble’s Tide pods ...

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Take Craft Back

Craft Beers Proliferate, Designers Celebrate

Deborah Budd
1/24/2018

Stroll into many small towns’ central social scene, and you’re likely to stumble upon a local micro-brewery or brewpub. Back in 1982, when the ...

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