It is fascinating to me how politicians and political parties use labels to position or reposition bills, ideas, agendas, actions or groups of people. For example, children who arrived in the US illegally at a very young age are called either dreamers or illegal aliens depending on which political party…

Some businesses have been the beneficiaries of the COVID-19 pandemic. They were either in the right place at the right time or they seized an opportunity created by the pandemic. Disinfectant product sales were up 230% in March and April of 2020. Clorox has enjoyed great success in 2020. Zoom…

I have been following the Trump brand since I encountered Donald Trump at Studio 54 in the early 1980s. Back then, he had a reputation in New York social circles. He was viewed as an outsider to polite society. He was seen as a nouveau riche playboy and real estate…

I am an avid reader. I read about fifty new non-fiction books each year. My home library contains more than eight thousand volumes, most of which I have read. Having read my share of brand management and marketing books, I can attest to the fact that most of them rehash…

Today, I am sharing twenty tips or “rules of thumb” about brands and brand management.

  1. The only thing that stands between a commodity and a brand is relevant differentiation.
  2. More than anything, your brand must be admirable. And, if not admirable, likable.
  3. In the long run, a strong brand will…

I am a keen observer of place branding and I have been privileged to help several places brand themselves. Here are some of my observations regarding municipality branding:

  • Most places do a terrible job of branding themselves. There are many contributing factors. Many places do not have ample budgets to…

John Jacob Bausch & Henry Lomb

I recently purchased The Branding of America book by Robert Hambleton at an art gallery used book sale. One of the things that I immediately found fascinating (though not surprising in retrospect) is that most of the earlier brands in America were named after…

Over time, there have been a large number of industry game changers. They completely disrupt an industry and often put even dominant share leaders out of business. As examples:

  • The Ford Model T largely put horse and buggies out of business
  • Computers replaced typewriters
  • Vacation timeshares created a whole new…

Brad VanAuken

Brad VanAuken is recognized as one of the world’s leading experts on brand management and marketing.

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