Swatch®: Re-Booting the Brand’s Playful & Collectible Positioning to Attract New Market Segments via Co-Branding with Omega®

Swatch® and Omega®, sister brands under the giant Swatch Group, recently made headlines in both the horology and marketing worlds due to the global launch of its unprecedented co-branded collection called the Omega x Swatch Speedmaster MoonSwatch Collection® last March 23, 2022, just over a month ago. The MoonSwatch® is made of bioceramic (a uniqueContinue reading “Swatch®: Re-Booting the Brand’s Playful & Collectible Positioning to Attract New Market Segments via Co-Branding with Omega®”

Carmen’s Best®: A Brand Made Super Premium Through Its Vertical Integration Process

In our previous blog on Oishi® and Del Monte®, we talked about ‘process‘ as an integral part of Brand Marketing which is the third major pillar that comprises The Brand Architecture. It would be recalled in previous blogs that the correct sequence of building the brand architecture is as follows: First, Brand Strategy, including brandContinue reading “Carmen’s Best®: A Brand Made Super Premium Through Its Vertical Integration Process”

Vespa®: A Brand Made Iconic thru Functionality, Females, Fashion, Film and Fun

Amongst the millions of brands around the world, a select few reach iconic status. When one thinks of ‘iconic brands‘, the likes of Apple®, Nike®, Coca Cola®, Starbucks® and McDonald’s® immediately come to mind. These iconic brands are internationally recognized household names. They have achieved market leadership and an ever-increasing market value. These brands have become veryContinue reading “Vespa®: A Brand Made Iconic thru Functionality, Females, Fashion, Film and Fun”

Ilog Maria®: A Brand Built on its Singular Focus on Honeybees

In previous blogs, we’ve emphasized several times that the very definition of a brand is centered on a singular concept or idea that is owned inside the mind of the prospect. The most successful brands are also the most disciplined, especially in terms of their ability to remain focused on and consistent with their brandContinue reading “Ilog Maria®: A Brand Built on its Singular Focus on Honeybees”

Apple®: The World’s First Three Trillion US Dollar Brand & Its ‘Walled Garden’ Product Strategy

A new year is upon us, and usually at the onset of each new year, one of the big ticket items that consumers invest in with their year-end bonuses is an upgrade to their old mobile phone. And one of the biggest winners of this seasonal consumer trend is the new iPhone 13® which hasContinue reading “Apple®: The World’s First Three Trillion US Dollar Brand & Its ‘Walled Garden’ Product Strategy”

KENNETHCOBONPUE®: A Brand Made Unique through Design

In this blog, we will revisit ‘Brand Strategy‘ and focus specifically on one of its three important elements, specifically ‘USP‘ or ‘unique selling proposition‘. I always teach my students who attend my ‘The Brand Architecture‘ webinars, that the foundational stage of any brand building exercise is ‘Brand Strategy‘ which is composed of three important elements,Continue reading “KENNETHCOBONPUE®: A Brand Made Unique through Design”

Humble Market®: A Humble Retail Brand with a Far-Reaching Mission

In our previous blogs which covered local Filipino brands, namely Happy Helpers® and Mary Grace®, we discussed ‘Brand Personality‘ and explored how this critical element of the ‘Brand Identity‘ defines and directs a brand’s priorities and behavior in the marketplace. In this blog, we revisit the concept of brand personality and focus our attention onContinue reading “Humble Market®: A Humble Retail Brand with a Far-Reaching Mission”

ISO®: A Trustworthy Brand that Makes Brands Trustworthy

In a news item earlier this 2021, I read that the Office of the Vice President (OVP) of the Philippines secured the ISO 9001:2015 recertification for quality management systems (or QMS). I remember wondering then, what’s the significance of that and why does the OVP of the PH bother with such certification? In the midstContinue reading “ISO®: A Trustworthy Brand that Makes Brands Trustworthy”

VEJA®: A French Sneaker Brand that Places Sustainability at the Core of its Product & Process Strategies

In our previous blogs on Cotopaxi® and Del Monte®, we discussed how ‘sustainability‘ has been placed at the heart of the ‘product‘ development and ‘process‘ strategies of these brilliant brands. In this blog, we focus on a French sneaker brand which has taken sustainability in product development to a whole new level. From upcycling ofContinue reading “VEJA®: A French Sneaker Brand that Places Sustainability at the Core of its Product & Process Strategies”

Heinz®: A Leading Condiment Brand Using PR to Promote its Latest Non-Condiment Innovation

While watching the news on CNN just a few days ago, I saw a piece of news that we seldom see these days. It was a news story about a gadget that a leading FMCG (fast-moving consumer good) brand introduced, that is, the launch of the new Heinz Packet Roller. Watch the 30-seconder advert hereContinue reading “Heinz®: A Leading Condiment Brand Using PR to Promote its Latest Non-Condiment Innovation”