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The Brand Show : Blog

About The Brand Show

Whether you're the market leader or a local startup, The Brand Show offers ideas and insights to help you grow your retail brand. Through expert articles and thought-leader interviews, we look at the brands, trends and shopper marketing strategies that shape our retail world.

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Mar 28, 2007
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podcast : Branding

Healthcare and pharmaceutical branding

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59 min 11 sec

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Health care marketing is a new craze. The invention of new and advanced drugs means health care costs are on the rise. With consumers taking such an interest in the latest advancements, branding is becoming prominent for pharmaceutical companies. This week explores the fashion of pharmaceutical branding.

Branding could be taken to the next level by embedding TV commercials and other forms of advertising in actual TV shows. Brand Rant explains this new marketing concept. Rachel Ray turns the Brand Spotlight on Dunkin’ Doughnuts in an effort to help the chain develop healthier menu items. Dropping in on the show this week is Susan Palombo, Director of Brand Strategy and Client Services at the New York office of Landor Associates, discussing… read more >

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Mar 21, 2007
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podcast : Branding

Travel branding

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59 min 09 sec

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The tourism industry has blown up over the last few years and continues to see growth. With travel becoming so popular, new hotspots develop every year, making the tourism sector a competitive one. Whether flying, boating or parking it at a hotel this show visits it all.

In Brand Rant this week, cruise companies are testing the waters with a new strategy to attract a younger audience. Southwest Airlines takes the Brand Spotlight by getting interactive with users of YouTube. Trumpet Advertising owner, Robbie Vitrano, talks about his work with New Orleans to revitalize the tourism industry in the bayou with their new international branding campaign of New Orleans.

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Mar 14, 2007
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podcast : Branding

Brand trust

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58 min 26 sec

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Every brand makes promises. Following through on the promise builds a brands image, just as failing to deliver can forever bury a brand. This show talks about the importance of building Brand Trust.

In Brand Rant, Viacom, parent company of MTV and Comedy Central, is in a court war with Google, debating copyright issues over Google’s YouTube video clips. Oprah Winfrey is used to being in the Brand Spotlight. She recently used her branding power to boost the brand of Swedish rye bread, Wasa. Randy Pitzer, Executive Vice President and General Manager of the Technology and Business-to-Business Marketing practice for Edelman gives his insight on the relationship between trust and branding and discusses the trust barometer.

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Mar 6, 2007
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podcast : Branding

Top brands in trouble

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59 min 33 sec

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ven the highest regarded brands are susceptible to branding boo-boos. This show takes a look at the headlines to review the latest mistakes made by top brands in hopes of avoiding these branding bloopers.

Brand Rant takes a look at the KFC and Taco Bell Parent Company, Yum Brands. They make the headlines for getting caught with restaurant rats, shortly after their E. coli scare. The Brand Spotlight focuses on struggles in the condiment industry, specifically shining on Heinz and how they eeked out of the struggling industry with a gain in sales.

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Feb 21, 2007
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podcast : Branding

How employees can build your brand

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59 min 33 sec

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Branding is about creating an image that sets your organization apart from the rest of the market. Nothing delivers and reinforces this brand image better, or worse, than the employees that represent the organization. Establishing a brand is hard work, so it’s critical for employees to understand and live the brand throughout their daily interaction with clients. Internal communication is key to employees building their brand.

Brand Rant highlights how Best Buy, the nations leading electronic dealer known for burnout and high turnover, is implementing project ROWE (Results-Only Work Environment) to increase employee morale and productivity. This week in the Brand Spotlight, Citigroup Inc. reveals how important a logo is to branding, as well… read more >

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Feb 14, 2007
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podcast : Branding

Branding: all you need is love

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58 min 44 sec

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With so many brands in the market, consumers choose brands that make them feel good. Developing a personal connection between a brand and a consumer requires understanding of the consumer’s culture and creating a unique brand image. Like any relationship, the relationship between a consumer and a brand takes time and trust, but when developed properly, it proves to be worthwhile.

Emotional appeal comes in many forms. Our Brand Rant explains how Russell Stover plans to use sex appeal to change their brand image from grandma to gourmet chocolate. Southwest Airlines takes the Brand Spotlight with their innovative “Ding!” by creating one-on-one communication between consumers and their brand through the click of a mouse. Transforming planned… read more >

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