Article Results (Showing 1 - 10 of 12) RSS Alert
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Brand, brand on the wall; What ads can tell buyers about themselves.(why do brands portray their customers as bumbling idiots, rude individuals or societal misfits?)(Column)
If it is true that, to one degree or another, brand users define themselves through the brands they use, why is it that so many brands insist on...
Advertising Age, 11/26/01 by Chevron, Jacques · More from publication -
The Monroe Doctrine of Branding - Brief Article
I recently heard a brand consultant aver that "the brand doesn't belong to the company; it belongs to the consumer." I have heard this often,...
Brandweek, 04/23/01 by Jacques Chevron · More from publication -
Oldsmobile Brand Just Fades Away - Brief Article
So, the Olds brand will be discontinued. The powers that be at GM have decided the division's dwindling market share trend could not be reversed....
Brandweek, 02/05/01 by Jacques Chevron · More from publication -
Name least of Pets.com's woes; Blame poor management, not generic moniker.
Advertising Age and The Economist have both reported that Web addresses with generic names are falling in price following a series of...
Advertising Age, 01/22/01 by Chevron, Jacques R. · More from publication -
Online Reverse Auctions are Brand Killers
Online Reverse Auctions are Brand Killers. Many prophets of the Internet have predicted the demise of the brand, arguing that brands cannot...
Brandweek, 12/04/00 by Jacques Chevron · More from publication -
Is your brand ready to pass marriage test?; Consumers weigh style, physical appeal and character.(Brief Article)
I recently spoke at a New York conference about brand valuation. It struck me how many of the speakers confused product or service issues with...
Advertising Age, 06/19/00 by Chevron, Jacques · More from publication -
Valuing Brands, on Paper and in Truth
Valuing Brands, on Paper and in Truth. Back in 1988, when U.K.-based GrandMet acquired Pillsbury it was estimated that 88% of the price it paid...
Brandweek, 01/17/00 by Jacques Chevron · More from publication -
Brick-and-Mortar Retailers Not Mass, but Class - Statistical Data Included
The champions of e-commerce would have you believe that because electronic commerce is made from virtual stores, using electrons moving at the...
Brandweek, 10/25/99 by Jacques Chevron · More from publication -
Marketing vs. Branding: Separate Pieces
Not very long ago I was contacted by a company in the computer accessories business that wanted help with its branding strategy. The company, let's...
Brandweek, 05/31/99 by Jacques Chevron · More from publication -
Branding and Promotion: Uneasy Cohabitation
Jacques Chevron heads branding/new products consultancy JRC&A, La Grange, Ill. He can be reached at (708) 784-0730. Jacques Chevron heads...
Brandweek, 09/14/98 by Jacques Chevron · More from publication
