A few weeks ago, the Trustees of famed college Cooper Union voted to begin charging tuition in the 2014 school year. To an outsider, the decision might look like a no-brainer. The school is desperate for cash to keep its doors open, and who could make a fuss about a college charging tuition? That’s what [...]
Tag Archives: Branding
10 Ways Whole Foods is Raising the Bar in #CSR
May 14, 2013 – 8:03 am
My love affair with Whole Foods started in college, when I would drive 20 minutes to their nearest store just so I could get my pick of the juiciest grapefruits, creamiest avocados and crunchiest granola in town. Since then, my fondness for the brand has only grown, and while this has a lot to do [...]
Extreme Brand Makeover –2013 Hospital Edition: Five Guiding Principles for Hospital Renaming
May 9, 2013 – 9:30 am
Once upon a time, healthcare included physician offices and hospitals. As the healthcare delivery system evolved, non-university based hospitals began including “medical center” or “regional” in their name to reflect advanced equipment and programs and expansion of services to include both acute and non-acute care services. And somewhere along the way, we ended up with [...]
Three Rules for Creating Your Brand’s Digital Experience
April 12, 2013 – 9:46 am
You’ve been there before. You are surfing the Internet or doing some online shopping and you end up on the site of a brand you know and love…and are completely underwhelmed. The brand is familiar to you, and you know you can count on them for quality products or experiences. So considering we spend the [...]
Transparency is No Longer a Choice
March 29, 2013 – 9:12 am
Almost every day, I see an article or brand study talking about how corporations need to become more transparent. The sentiment is good, but the implication is that transparency is a choice, and that the alternative is to be opaque or shrouded in our actions. This really isn’t the case anymore. We operate in a [...]
3 Reasons Why Mobile Health Is an Emerging Hospital Marketing Strategy
March 21, 2013 – 10:36 am
It’s time to tackle the proverbial elephant in the room –lifestyle change. When I was doing my field work in graduate school, I shadowed a pathologist at a community hospital. He had started his career in primary care, but he eventually became so disenchanted with treating the same conditions and begging patients to make lifestyle [...]
How to Avoid Watering Down Your Brand
February 26, 2013 – 8:01 am
What Carnival Cruise Lines & Maker’s Mark Can Teach Us About Brand Decision Making By Kelly O’Keefe (@kellyokeefe) What a month it’s been for brand blunders. In recent days, the world’s largest cruise line, one known for its luxury accommodations, handed its travelers plastic bags and asked them to use them for their solid waste. That [...]
Don’t call it the Academy Awards; call it the #Oscars!
February 25, 2013 – 12:43 pm
By CRT/tanaka’s Brand Group On Sunday night, the Academy of Motion Pictures Arts and Sciences continued its quest to appeal to a younger audience. The show enlisted Family Guy creator Seth McFarlane to host the 85th Academy Awards – oh, wait, we mean “The Oscars.” This year, the Academy decided to rebrand the program in [...]
My Logo Should Make Me Look Smart
February 18, 2013 – 11:29 am
Can good design overcome bad behavior? By Al Davis, VP of Creative Services at CRT/tanaka As part of branding projects we often have to create a new logo. The client will pronounce the things they would like the logo to portray, which usually reads as a list of positive attributes such as; trustworthy, forward thinking, [...]
Diluting Your Brand. Literally.
February 13, 2013 – 10:46 am
THE BOOZE BIN By Pia Mara Finkell (@piamara) I’m a bourbon girl. I’ve never been a huge fan of vodka, gin makes me sort of angry and rum leaves a drumbeat in my skull the morning after. I like a range of bourbons, but Maker’s Mark has always been my go-to with its honeyed flavors [...]
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