BLOG: Express Yourself
"They always say time changes things, but you actually have to change them yourself." - Andy Warhol

Authors

David Korobkin - Branding and Marketing Strategist

Why have I contributed to branding and marketing strategies usually developed by the mega-agencies?

 How did I wind up competing for and winning major projects such as the final design of the Lexus logo?

Why did two of the top influencers in branding and marketing strategy; Toyota USA and the Walt Disney Company’s top marketing executives, chose me to mentor?

Why do I develop strategic-driven, innovative and memorable overarching brands and integrated tactics to achieve or exceed client expectations? Why do I discover solutions and opportunities which others have overlooked?

Why do I spend my waking hours wondering why companies destroy their own brands?

Am I obsessed with CURIOSITY about why some brands get it, while most don’t?

Is it because no matter where I go, I cannot take a vacation from wondering about local branding and marketing messages?

Is it because every sentence I have written so far is a question?

You bet.

I have spent my adult life wondering why. My blogs express my curiosity about the behavior of brands and of their marketing messaging. Most of my questions are; what were they thinking?

I look forward to sharing my curiosity with you, and to wondering how you will respond.

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Brinks: Intentionally Discarding a Highly-Valued Asset, Brand Equity?

Published by David Korobkin
7

As I wrote in a recent blog, I only watch Network TV for the commercials. I laugh, I cry, and I write about the commercials which cause me to lose sleep. I haven’t slept since I saw this one. I grabbed some images from their site, pounded on my keyboard and will send this to my New Media Protégé, Swat Khan ...

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Be careful. Your Brand Voice defines your brand…

Published by David Korobkin
6

When I opened Outlook last week, an email from Network Solutions’s Subject line read Deactivation Notice. As an independent consultant, I rely on email and GoToMeetings as communications portals to my clients and associates. I clipped the email From and Subject lines from Outlook and pasted it below.     I was very upset by this shocking Subject line; however, I was hoping that I ...

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I Don’t Trust Online Survey Results

Published by David Korobkin
1

Dealing with today’s marketing budget cuts; research is often the first to go. This forces strategists like me, to extrapolate conclusions from scraps of data we find online. Some companies are turning to Online Survey Firms who recruit participants to complete a given number of surveys by offering incentives. Crap in, crap out. I am unable to find empirical data proving or ...

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I only watch Network TV for the commercials.

Published by David Korobkin
0

There was nothing interesting on cable last night so I watched brainless Network TV hoping to see some new commercials. I watched a high production value spot which appeared to be on strategy. Not knowing their strategy, I analyzed the creative and the product/benefits they chose to show and backed into a strategy, which seemed to make sense. Many agencies ...

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Are Companies Literally Driving Consumers Away From Their Brand?

Published by David Korobkin
6

For many years, I commuted 76-freeway miles every workday, which is not unusual in Southern California. I have always wondered why drivers of vehicles displaying their company’s brand, are not trained to be considerate drivers. I suspect that the rationale for branding their vehicles is that it is free advertising. However, free sometimes has a significant cost. I can’t tell you how ...

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