Posts Tagged ‘Branding’

1 / 17 / 2013

Branding in Unexpected Places

 

How does an 85 year old brand stay relevant and connect with a younger customer?

The Craftsman brand is America’s most trusted tool brand.  For more than 85 years, the Craftsman brand has developed innovative tools and products, earning a reputation for unsurpassed quality and durability, trusted for generations. Craftsman offers a full range of hand and power tools that meet the needs of the DIY user to the demanding professional.  In addition, Craftsman also offers Lawn and Garden products and tool storage. read more »

8 / 15 / 2012

Innovation in small cups: Dovely Tea

 

We often refer to innovation in its big, game changing approaches.  However, we often fail, at the same time, to remember that innovation as a game changer starts by changing the nature of experience for a limited bunch of ultra committed individuals who meet on common ground.

We see outcomes of innovation, not the small places where it starts.  In this case, with a cup of tea.  Not everyone drinks tea.  Not as ubiquitous as coffee drinking here in the US.  However, a large majority of the world prefers tea. read more »

1 / 17 / 2012

Embrace Danger

 

Tim Tebow is big news right now, not just in sports. About every news professional worth their weight mentions Tebow. Most people say it is because of “Tebowing”, but I think it is much more. In a time when the NFL has become so strict in the type of physical contact that is allowed during a game and the fact that quarterbacks usually leave the field with a perfectly clean uniform, Tim Tebow runs straight into the game with both faith and the physicality that is missing in many quarterbacks. He embraces the danger of the possibility of being physically hurt, but due to his strong personal beliefs, he embraces the danger of being himself. read more »

8 / 11 / 2011

The New Titans of Branding

 

To read this post, I am going to ask you to do two things to start (courtesy of the brilliant and wonderful Derek Sivers).  Please watch these two videos…you needn’t watch more than maybe 30 seconds of each: read more »