Without a brand truly owning the toy space, it’s a wide open market giving the company an edge, according to branding consultant and Metaforce founder and Shift Ahead co-author Allen Adamson. “The challenge Toys R Us had was tons of debt, lots of real estate and they never capitalized on Read more…
What’s in a name? For wealthy buyers of real estate, quite a lot. Developments with a brand name attached also come with added value, like attentive service, extensive amenities and a sense of security in the investment. This segment of the luxury real estate market has grown substantially over the Read more…
NPR’s Mary Louise Kelly talks with branding expert Allen Adamson of the company Metaforce about the news that Weight Watchers will now be known as “WW” and Dunkin Donuts as Dunkin’.
When Fred Smith founded Federal Express in 1971, he invested in a business model that delivered on the idea of reliability, literally and figuratively. On-time delivery. More than 20 years after its founding, the company had not only become much bigger nationally, it was operating on a global scale. While Read more…
Nike CEO Mark Parker said executives are proud of the company’s controversial, new ad campaign featuring former NFL player Colin Kaepernick, saying it strongly resonated with customers around the world and drove a record engagement on social media. “How we look at it is how do we connect and engage Read more…
For those who have either been consumed by news of another sort or have simply gone ostrich on news altogether, Marc Benioff, the billionaire co-founder and CEO of the software company Salesforce.com, recently bought Time magazine for $190 million. He bought it in partnership with his wife, Lynne, who said Read more…
Branding consultant, Shift Ahead author and Metaforce Co-founder Allen Adamson, said this rebranding is well-timed. “It’s a smart move,” he said. “Weight Watchers has some baggage—one, it’s an older brand, and it’s your mother’s way to lose weight. Two, it focuses on the negative, which is why nobody wants to Read more…
Jen Rubio remembers the first time she saw a piece of Away luggage out in the world. It was February 2016, and Rubio—who founded the company with fellow Warby Parker alum Steph Korey the year before—was on a moving sidewalk in JFK’s Terminal 4. The brand had just begun shipping Read more…
This holiday season will be the last for a New York retail institution. Henri Bendel, one of Fifth Avenue’s most iconic storefronts, will close in early 2019, parent company L Brands announced on Friday. The store’s website, New York flagship and 22 other locations across America will all go out Read more…
“If you have any hope of bringing the brand back, recreating a unique live experience is the right play,” says branding expert Allen Adamson. “It’s a word-of-mouth world that we live in. People share experiences. And all things retro are currently hot.” Two things happened on Wednesday: The same day Read more…