David Lemley’s article, Henny Penny and The Recesionistas is featured at Popon.net in the site’s Insights section. In the article, Lemley discusses the art of leadership in tough times. He asserts that strong leadership today has the power to catapult average brands into tomorrow’s superstar brands. He begins by poking fun at those busienss leaders who would follow the herd mentality.
“The NY Times declares, “People are trading down, luxury is out, thrifty is the new nifty.” The National Retail Federation babbles, “The sky has fallen, now what?” Well, Adage is advising brands to hunker down, refrain from brand building and focus on promotional sales. Egad! Don’t they know what happened to Ducky Lucky and Goosy-Poosy? (more…)
David Lemley’s article Identity Crisis: The Divine Comedy of Brand Management is featured at Popon.net. In the article, Lemley discussed how brand stewards and marketers can avoid the fate of the damned during the recession by keeping a watchful eye over the Seven Deadly Sins of Brand. (more…)
The Packaging Diva has recruited David Lemley to participate as a guest author on the subject of design and brand strategy for her latest web project. (more…)
David Lemley’s article Category Disruption has been featured at Popon.net as the lead article for the site’s retail section. In the article, Lemley discussed how consumer facing brands can use positioning as offense to increase customer loyalty.
“These Category Disruptors have another thing in common: they created positioning strategies to exploit the vulnerability of an established Category. These exploitations were not new technology-centric ones but, rather, new positioning. Each used positioning techniques to go on the offense and to transform a Category by removing its traditional boundaries.” (more…)
