Alex Woodruff Biz Buzz

One plus one equals three The best co-branding is when one brand is not too dominant. Both should gain equally by joining forces. Similarly, both should lose out if the co-brand is removed. On these criteria the example on the right ticks all the right boxes for me. Remove the Müller Corner and the Kellogg’s [...]

Sales worth watching Choosing the right celebrity to endorse your brand is never easy, especially when you know they’re expensive. And many marketeers are now saying testimonials have gone too far. Problem is, they work. Even if this crowd stopper has NEVER won a major tournament, and her faultless frolics off the tennis court attract [...]

Tony the Tiger, one of my favourites as a kid. A testimonial without the dangers of celebrity slip-ups. Tiger testimonial The wonderful thing about this endorser is he moves with the times, he’s adaptable. And he’s cheap! Why spend millions on expensive stuck-up headline grabbers when you can have someone like Tony endorsing your product [...]

Brand symbols last and, if used consistently over time, take on meaning as an icon for the brand. Eventually it’s no longer necessary to mention the brand. The symbol does the job for you, laden with symbolic expression and the whole brand equity. Some brand symbols, or mnemonics, that in my opinion really hit the [...]