WestJet and the High Cost of Ownership
By Andris Pone President, Coin Branding — It is the Holy Grail of brand positioning: for your target audience to instantly, unanimously associate you with one or perhaps ...
Porter’s Brand Is In A Nosedive
My mentor Ted Matthews created the most meaningful and elegant definition in the world of branding: A brand is what people think of you. There is a second part of his definition that is ...
You, too, can master your domain (best and worst names of the week)
Names have jobs to do. Vote on which ones do them best and worst. When trying to decide upon a new brand name, clients frequently become concerned ...
Porter is shorter
*Spokesaliens!! Comment from yours truly in today’s National Post: http://alturl.com/o8n8f (at end of story)* This morning I’m flying Porter, so airlines are on the mind. Have a ...
No problem
It is very difficult to be different. Yet owning a meaningful difference in customers’ minds is the essence of branding. Hence my great respect for the positioning ...
Walking to the airport
Later this month, I’m going to catch a plane by walking to the airport. Conjures up images of me slogging along the side of the highway with ...