by Paul Tepperman | Apr 17, 2009
Brands are a representation of the attitude, philosophies and aspirations of a company, but its development is as influenced by outside forces as by inside ones. Competitors and customers are two obvious examples of outside forces that can and should have an impact on...
by Paul Tepperman | Apr 14, 2009
Food companies, more so than any other industry, have used people’s names and incorporate portraits into their logos, perhaps because a person conjures up an image of home cooking instead of the reality of food being processed in giant stainless steel vats....
by Carroll Ray | Mar 31, 2009
Working in the medical device industry for as long as I have, it’s not hard to see tendencies as I look at corporate brands. It’s fascinating to me to see companies who are developing the most innovative medical products, devices that are literally...
by Paul Tepperman | Mar 15, 2009
In the news recently were three examples of well-established products that attempted to revitalize their brand. Two failed and one succeeded. The two that failed (an opinion shared by many) are both beverages and both from the same company. Pepsi rebranded what was a...
by Paul Tepperman | Feb 28, 2009
There’s always been a big debate among candy bar aficionados: which is better, Snickers or Baby Ruth.. When it comes to taste, it’s a tough call. But when it comes to brand, there’s no contest. Snickers has it all over Baby Ruth. Why do i say this? Because without...
