Tag Archives: brand strategy blog

The One Question SickKids Must Ask

[Cache #230] By Andris Pone – President, Coin Branding — I sat down at my computer ready to tell you that SickKids, otherwise known as The Hospital for Sick Children, should not change its name, period.  That it should completely ignore the online petition started by read more

Posted in brand names, consistency, non-profit branding, rebranding | Tagged , , , , , , , , , , , , | 4 Comments

Why Target Missed

[Cache #185] By Andris Pone President, Coin Branding — The Target debacle has been so spectacular, it has endowed the following maxim with new meaning: “The only thing harder than building a brand is changing one.” In the context of Target, read more

Posted in brand culture, brand differentiation, brand equity, brand experience, Brand It Ain't the Logo, customer service, positioning | Tagged , , , , , , | 2 Comments