By: Michael Gold | November 3, 2009
Gourmet may survive the death of its original medium, the magazine. Polaroid, on the other hand, is inseparable from the form that gave it life.
“A Corollary to McLuhan: The Medium Is Not Necessarily the Brand”
By: Michael Gold | October 13, 2009
There are many forms of branding, but the most powerful is generally considered to be visual. People respond to visual cues more rapidly and more intensely than to verbal cues. A terrific example arrived in my mailbox this week: the current issue of National Geographic magazine.
“The Power of Visual Branding”
By: Michael Gold | September 16, 2009
In an eye opening lawsuit filed Tuesday by online entrepreneur Kevin Alderman against Linden Lab, operators of the virtual reality website Second Life, Alderman claims the defendant is allowing other virtual marketers to knock off his firm’s virtual products and infringe upon his intellectual property rights.
“Brands Are For Real, Even When They’re Not”
By: Michael Gold | August 27, 2009
I read about P&G’s introduction of Tide Basic with surprise and disappointment. To me it’s a tactical move that will increase short term profit, even as it erodes brand equity.
“The Rising Tide of Premium Brand Extensions”
By: Michael Gold | July 17, 2009
Three disparate articles from the business section of the Miami Herald caught my attention today. Not for their actual content, but for the statement they make, collectively, about the state of brands, and the meaning of branding today.
“Sears Tower, Harley Davidson and Ft Lauderdale’s River House Restaurant”