Seems to me that the new Remington Clean X-Change electric razor is failing to take advantage of its genuine differentiation as the first electric razor with a disposable, replaceable head. I just literally saw the commercial for the third time tonight and could barely remember the name long enough to write this post. I am [...]

The new Rubbermaid FastTrack organizing system is a great example of making a new item in a branded line of products behave like a brand itself.  The advertising shows a man with everything in his garage organized on the walls with the FastTrack system.  You immediately sense the benefit of organization and that you too [...]

Keep It Simple Stupid. How many times have we heard that? Enter Hannaford Supermarkets, a chain out of Maine, with a whole new way to simplify. Hannaford has differentiated itself by rating products on the shelf (25,000 so far) as to their nutritional value. No nutritional value, a product gets zero stars. Most nutritional value, [...]

My book, KILLER BRANDS, makes the point over and over that you do not have to be blessed with a massive budget or dominant resources to compellingly differentiate your brand. You just need to choose a focus that creates a differentiated and compelling expectation for your brand, align everything to deliver that focus, and make [...]

I discovered STOK today in a service station on Cobb Mountain in California north of the Napa Valley.  The merchandising on the gas pump alerted me to it.  “After long nights or even longer days.”  Since I was awakened last night in my cabin by an earthquake, I was a sitting duck target for this [...]

Just saw a Pamper’s line extension called Cruisers, developed to give extra room for learning to walk without leeking.  Just great.  Pamper’s Cruisers.  Does that set up a compelling expectation? At the same time, consider Rubbermaid’s new line with bottoms designed to stack into both tops and bottoms for easier storage.  Could they have chosen [...]

Today in 1921 Jack Hutchinson became the first American to win the Open golf tournament in Britain. He was immediately signed by Chicago’s Wilson Sporting Goods, becoming the very first paid endorsement athlete.  The line of JH golf clubs was developed and introduced. What a trend that started.

I passed a store rather quickly the other day, but the whole concept and name stuck with me. KaBloom, The Power of Fresh Flowers. Several things about this new flower shop appealed to me as a brand. The premise of power in fresh flowers is an interesting way to think about sending flowers, and of [...]

I never thought I would live long enough to see what I just saw, a :60 second commercial that did not mention or show the brand name even once. It was for a new anti-depressant drug and encouraged you to go to a webpage address to learn if it was time for you to change [...]

I am writing this post now because there is another new product along the vein of Fizzy Fruit.  I have seen the advertising at least six times.  But I cannot remember the name. The concept seems promising, hiding vegetable juice in fruit juice so children will drink it.  Why can’t I remember the name?  You [...]