The Advantages Of Brand EquityBrand equity is an abstract element that many companies and agencies attempt to quantify. Brand equity is the strength of the hook or the level of sway a brand holds in purchase decisions. By Sheldon De Sousa , in Product Management , at December 17, 2020
Google’s New Logos Surprise MeGoogle's new logos are odd, even for a company that prides itself on being unconventional. I woke up this morning questioning the Merlot I consumed the previous evening. By Sheldon De Sousa , in Brand Management , at November 3, 2020
Google’s Strange Hardware Naming ConventionsGoogle's portfolio architecture is unconventional. That motif applies to their product naming conventions. Could it backfire? By Sheldon De Sousa , in Brand Management , at September 7, 2020
Marketing During A PandemicMarketing during a pandemic is tough, particularly for small businesses. Public fear, social distancing, economic distress and a host of other factors have affected commerce across the globe. By Sheldon De Sousa , in Brand Management , at August 21, 2020
Why Marketing Messages FailThe trouble with marketing messages is that you (the author) can never fully guarantee that the audience (the recipients) will find affinity, no matter how credible or well-constructed the message may be. By Sheldon De Sousa , in Brand Management , at July 9, 2020
Why Private Labels In The Middle East Have Low Brand Equity.Given the sales landscape, which is heavily skewed towards hypermarkets and speciality stores, retailers take advantage of the competitive environment to offer the lowest possible prices to end-users. By Sheldon De Sousa , in Brand Management Product Management , at November 24, 2019
Why Google Struggles With Hardware.I have always had a lot of respect for how the search engine has evolved. Google has made several natural, and sometimes questionable, extensions to its product portfolio en route to a market cap of over $900B. By Sheldon De Sousa , in Product Management , at November 16, 2019
How To Reposition The CompetitionIn an already complicated market space, positioning your product can be a very difficult task. Finding uncontested ground is similar to finding a needle in a haystack. By Sheldon De Sousa , in Brand Management , at October 9, 2019
3 Elements Critical To Brand SuccessWhether you're a start-up, a small business, an entrepreneur or a large organization, ensuring that these 3 elements are incorporated into your brand strategy, will serve you well. By Sheldon De Sousa , in Brand Management , at October 1, 2019
The Curious Case Of The Lamborghini CountachHow could a production supercar with so many imperfections win the hearts of millions of people around the globe? What made the Lamborghini Countach so special? By Sheldon De Sousa , in Case Studies , at August 16, 2019