Dina Schenk
Aiming at the Wall: In Branding as in Darts
Most branding and business strategy professionals are familiar with the infamous 1990s Las Vegas re-branding disaster. Facing a slump in...
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BRAND TRUTHS
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Dina Schenk
You've Got the Brands. I've Got the Hooks.
As a branding professional, I necessarily spend a significant amount of time and mental energy thinking about branding—what it is, what...
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Dina Schenk
Being Different, Just Like Everyone Else.
We've all heard countless stories about successful brands going belly up because they fail to adapt to changing market realities and keep...
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Dina Schenk
Right Pond. Wrong Bait. (Putting First Things First in the Quest for Customers.)
Pretend for a moment that you are a fishing fanatic. You know exactly where to go to catch certain types of fish, what sorts of water...
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Dina Schenk
Repetition in Branding. Repetition in Branding. Repetition in Branding.
One of my early and formative mentors once said, “It takes three to 19 repetitions of the exact same message before people hear it once.”...
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Dina Schenk
Three Eternal Brand Truths
The concept of "branding" can be a bit elusive. Misconceptions abound, and the profession is ever-evolving—yet there are several things I...
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