Trends: Branding

In the mid-1990s,  Arthur Andersen & Co. was looking to market their financial services and dispel the misperception that they were only “bean counters,” tallying up numbers and wearing pocket pro … Read article

Saying “thank you” is a simple action. It’s quick. It’s easy. It’s protocol. These days, brands should be thanking their fans after every interaction, and most do. They verbalize a polite and proper “ … Read article

Smoking stinks! No kidding. Smoking causes heart attacks, strokes, lung cancer, mouth cancers and a lot of other bad things. You’d think if you just told people that smoking will kill you or disfigure … Read article

Men and women shop differently. They have different needs and priorities driving them. In the mid 1980’s, Chevrolet was beginning to see more and more women buying cars. So they hired Brogan as the on … Read article

The medium is the message. It’s as true today as it was in 1964 when Marshall McLuhan coined the term in his book “The Medium is the Massage.” According to McLuhan, the channel in which people consume … Read article

In 1988, AIDS was a mysterious, terrifying and fatal disease.  Misinformation and paranoia about AIDS was spreading faster than the disease itself. To help prevent the disease and get the real fa … Read article

It’s hard to imagine that there was a time when hospital marketing did not include broadcast media. In 1984, one of our first clients was Henry Ford Hospital.  In repositioning their brand, we he … Read article

In the mid 80’s Brogan Kabot got a call from WJLB Radio general manager Verna Green.  She had created a new theme—Strong Songs –for this powerful urban-formatted music and talk station and wanted to … Read article

Trends are always changing, which means brands are constantly developing marketing strategies that are engaging and relevant to their audience. And since Millennials are driving the trends today, it’s … Read article

It’s no secret. I’m a huge Beyoncé fan. Some may even call me obsessive-compulsive. Her influence is evident in the life-size poster that hangs in my living room, CDs in my bookshelves and assorted co … Read article