{"id":121,"date":"2005-10-20T20:53:08","date_gmt":"2005-10-21T04:53:08","guid":{"rendered":"http:\/\/www.myadportfolio.com\/wordpress\/?p=121"},"modified":"2014-11-26T19:19:39","modified_gmt":"2014-11-27T03:19:39","slug":"how-to-create-a-breakaway-brand","status":"publish","type":"post","link":"https:\/\/www.myadportfolio.com\/wordpress\/how-to-create-a-breakaway-brand\/","title":{"rendered":"How to Create a Breakaway Brand"},"content":{"rendered":"<p>The latest <a href=\"http:\/\/www.fortune.com\/fortune\/articles\/0,15114,1119285-10,00.html\">Fortune magazine<\/a>,  dated October 31, 2005,  has an article on how to create a beakaway brand. They give examples of major brands that have broken away from the pack: the Apple iPod &#8482;, Google &#8482;, DeWalt power tools, Eggo &#8482; waffles, to name a few.<\/p>\n<p>The brands singled out command a premium price, and have customer loyalty.  (Just ask an iPod user about their MP3 player. Then ask them to name another brand.)<\/p>\n<p>The article singles out ten successful brands, and draws a different lesson from each one&#8217;s story.  It&#8217;s a fascinating article, even if it is more than a little slanted to account side of advertising, definitely worth a trip to the newstand.*<\/p>\n<p>* Creatives should read  the description of the BBDO campaign for Sierra Mist &#8482;.  I haven&#8217;t seen it, but  it  sounds like a hoot: five comedians dubbed the &#8220;Mist-Takes&#8221; doing mini sitcoms about Sierra Mist &#8482;. After only five years since its introduction, the brand is second in its highly competitive soft drink category.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The latest Fortune magazine, dated October 31, 2005, has an article on how to create a beakaway brand. They give examples of major brands that have broken away from the pack: the Apple iPod &#8482;, Google &#8482;, DeWalt power tools, Eggo &#8482; waffles, to name a few. The brands singled out command a premium price, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[40,37,38,39],"_links":{"self":[{"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/posts\/121"}],"collection":[{"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/comments?post=121"}],"version-history":[{"count":1,"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/posts\/121\/revisions"}],"predecessor-version":[{"id":420,"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/posts\/121\/revisions\/420"}],"wp:attachment":[{"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/media?parent=121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/categories?post=121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myadportfolio.com\/wordpress\/wp-json\/wp\/v2\/tags?post=121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}