Branding Disorder

Thanks to John Moore at Brand Autopsy, my next summer book will be Obsessive Branding Disorder, by Lucas Conley. I always love to read stuff that validates my personal philosophies! Here are a couple of quotes from the Fast Company essay that spawned the book: A brand is a result, not a tactic. One cannot [...]

Lovemarks are for alumni

Here’s my take on how to apply lovemarks theory to college admissions or advancement. The X and Y axes increase in value as you go up and to the right. If a college does promotions, creates buzz, projects hipness, starts fads, engages in window-dressing, etc., the students who respond will be showing love in the [...]

Lovemarks and College branding

Kevin Roberts of Saatchi & Saatchi has championed the idea of lovemarks as the ultimate level of brand loyalty. Think Apple or Harley-Davidson. His definition is “Loyalty beyond Reason.” With a brand, there is high respect. With a fad, there is high love but low respect. With a lovemark, there is high respect AND high [...]