Filed under trust

Why the iPad will fail, part 2

As far as I am concerned, Apple is one of the finest brands on the planet. It ticks just about every box for me. Design, product innovation, user interface, image, brand culture, service, communications and so on. But when the iPad launched, I wrote a piece about it and gave 8 reasons why I thought … Continue reading

Social Media is not a branding silver bullet

A brand is built not on acquisition but on retention. And retention requires a relationship. And a relationship is based primarily on ‘Trust and an ongoing, sustained engagement, on customer terms that provides economic, experiential and emotional value to the customer’. That’s what branding is all about. It’s not a communications exercise. It won’t happen … Continue reading

Louis Vuitton in a spot of bother over print ads

The Advertising Standards Authority (ASA) in the UK has received complaints that print ads for Louis Vuitton created by Ogilvy and Mather suggest that the products were made by hand. Certainly looking at this ad that shows a woman creating the lines for the folds of a wallet and also this ad that appears to … Continue reading