Real-Life Branding

Yesterday, I happened to pass an elderly couple who were unlucky enough to have their car break down halfway up a hill. They had only one choice: push the car uphill to get it out of rush-hour traffic.   But, just behind the unfortunate couple’s car were two vans parked on the side of the […]


Offline Versus Online Brands – The Winners and Losers

It took more than 50 years for Coca-Cola to become a worldwide market leader, but only five years for online search engine Yahoo! to gain market dominance. The role of the brand has changed dramatically and has created a vacuum between offline and online brands. Why? Offline brands lack interactivity. They are passive. Offline brands […]