Insights for successfully
managing your brand

CVS: “Care” No More

Wednesday, September 3rd, 2014 by Charles Rashall

  Today, the nation’s second largest drugstore chain changed its name from “CVS Caremark” to “CVS Health.” Who cares? We do.

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The Strategy in “Swagery”

Monday, December 10th, 2012 by Charles Rashall


Just a keychain…or is it?  For as long as I can remember in my 20+ year career in brand innovation, a company / product / brand launch just wasn’t complete without the “obligatory” hat, T-shirt, coffee mug, backpack, or pen. Back then, we called these items “swag,” “trinkets and trash,” or as the trade refers […]

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“Gymnastics”—Marketing’s new visual approach?

Wednesday, October 17th, 2012 by Charles Rashall


Perhaps there is a reason why gymnastics is one of the most watched and loved Olympic events. It has speed, agility, and carefully syncopated movements, adding up to a visually stimulating and dynamic spectacle. Watching commercials for Microsoft’s new Surface tablet and Apple’s iPod, it appears they have taken the cue.

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Apple: Not the next big thing

Tuesday, October 16th, 2012 by Charles Rashall

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Since Apple’s second calling that brought Steve Jobs back to the helm, innovation has continued to allow the company to set new standards, particularly in the realm of music, smartphones and tablets. The pattern has been familiar: Apple innovates and the world rushes to emulate. With today’s release of Samsung’s new Galaxy S3 smart phone […]

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A Penney’s saved is a penny earned

Monday, October 1st, 2012 by Charles Rashall

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jcp’s initial steps towards a fresh store experience, circa February 2012. In the months since the February 2012 relaunch of jcp, it’s been hard for the classic American brand to get a break. As sales have plummeted, media has been increasingly critical and financial markets have answered with sharp declines in the company’s stock price and […]

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