Comments on: Who are the Brand Leaders? http://commons.iabc.com/2006/03/08/who-are-the-brand-leaders/ A Blog Community for Business Communicators Wed, 07 Jan 2009 22:51:41 +0000 http://wordpress.org/?v=2.5.1 By: Merrill Freund http://commons.iabc.com/2006/03/08/who-are-the-brand-leaders/#comment-131 Merrill Freund Wed, 22 Mar 2006 23:11:14 +0000 http://commons.iabc.com/2006/03/08/who-are-the-brand-leaders/#comment-131 The NFL is among the greatest, sustained branding campaigns of all time. Under the leadership of comissioners Pete Rozelle and Paul Tagliabue, the league has managed to convince 30 millionaire, hyper competitive owners that the league is only as strong as the weakest team. From equal distribution of television revenue, regardless of the team's market size, to the creation of NFL Films to market teams individually and the league as a whole, to centrally driven merchandising programs, the NFL is a model of how to create a broad brand from which individual sub brands can flourish. Of course the Washington Redskins will always be its top shelf standard. Definitely. The NFL is among the greatest, sustained branding campaigns of all time. Under the leadership of comissioners Pete Rozelle and Paul Tagliabue, the league has managed to convince 30 millionaire, hyper competitive owners that the league is only as strong as the weakest team. From equal distribution of television revenue, regardless of the team’s market size, to the creation of NFL Films to market teams individually and the league as a whole, to centrally driven merchandising programs, the NFL is a model of how to create a broad brand from which individual sub brands can flourish. Of course the Washington Redskins will always be its top shelf standard. Definitely.

]]> By: Natasha Spring http://commons.iabc.com/2006/03/08/who-are-the-brand-leaders/#comment-93 Natasha Spring Fri, 10 Mar 2006 21:03:34 +0000 http://commons.iabc.com/2006/03/08/who-are-the-brand-leaders/#comment-93 I've heard of Tim Hortan's -- even here in California. They are looking at expanding to have about 500 Tim Hortons locations in the US sometime in 2007 and have already made some in-roads. The fact that have those yummy donuts will not be a shoe-in though --consider the current state of Krispy Creme. People loved them until they come to their senses. Anyway, if anyone wants to read more about branding and Tim Horton's, take a look at this the article Tim Horton's: Power Play on Branding.com: http://www.brandchannel.com/features_profile.asp?pr_id=253 I’ve heard of Tim Hortan’s — even here in California. They are looking at expanding to have about 500 Tim Hortons locations in the US sometime in 2007 and have already made some in-roads. The fact that have those yummy donuts will not be a shoe-in though –consider the current state of Krispy Creme. People loved them until they come to their senses.

Anyway, if anyone wants to read more about branding and Tim Horton’s, take a look at this the article Tim Horton’s: Power Play on Branding.com:

http://www.brandchannel.com/features_profile.asp?pr_id=253

]]> By: Tim Hicks, lapsed ABC http://commons.iabc.com/2006/03/08/who-are-the-brand-leaders/#comment-88 Tim Hicks, lapsed ABC Thu, 09 Mar 2006 20:16:45 +0000 http://commons.iabc.com/2006/03/08/who-are-the-brand-leaders/#comment-88 In Canada, Tim Hortons (sic) is doing a terrific job of branding. They have established themselves as Canada's coffee shop for the common man (leaving Starbucks to what Homer Simpson once called the latte-sucking popinjays). The stores (known as Tims or T-Ho) have a consistent look; they advertise heavily and consistently with a family-values theme. They often get free media coverage by supplying coffee to our troops overseas and doing a long-running R-r-r-roll Up The Rim To Win contest. Many claim the coffee is the best. I think it's nasty. The donuts are quite good, if you like deep-fried cake. Their "Timbits" - called donut holes in other places - are ubiquitous, and a box of them is often is plain view for hours in the average workplace office. They're dominant. In Canada, Tim Hortons (sic) is doing a terrific job of branding. They have established themselves as Canada’s coffee shop for the common man (leaving Starbucks to what Homer Simpson once called the latte-sucking popinjays).

The stores (known as Tims or T-Ho) have a consistent look; they advertise heavily and consistently with a family-values theme. They often get free media coverage by supplying coffee to our troops overseas and doing a long-running R-r-r-roll Up The Rim To Win contest.

Many claim the coffee is the best. I think it’s nasty.
The donuts are quite good, if you like deep-fried cake.
Their “Timbits” - called donut holes in other places - are ubiquitous, and a box of them is often is plain view for hours in the average workplace office.

They’re dominant.

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