State of the Brand :: by Jason Voiovich

A weekly discussion of how branding affects the world around you.

Branding diamonds with a Canadian touch

Author: Jason Voiovich Ecra Creative Group Diamonds have a tarnished reputation. Highlighted in the 2006 Academy Award winning movie “Blood Diamond”, the international diamond market is plagued with accusations of slave labor, corruption, bribery, murder, and violence. Once diamonds hit the international market, their availability and price are rigorously controlled by diamond cartels in Tel […]

Wal-Mart’s emotionally-challenged new slogan.

Author: Jason Voiovich Ecra Creative Group “Save money. Live better.” Wal-Mart’s new slogan — meant to better capture the “emotional” part of the Wal-Mart image — is like just about everything else you can buy in their store: A cheap imitation of something good. But more about that shortly. After nearly two decades touting “Always […]

Branding fake foods: The new SaltWise salt substitute from Cargill

Author: Jason Voiovich Ecra Creative Group It’s salt, but it isn’t salt. “SaltWise” is the latest incarnation in a long line of mass-market food substitutes. Minnesota-based Cargill has taken the last great sin food, removed 20-50 percent of the actual sodium, and not (as the company claims) killed the taste. Really, it was only a […]

Dave and Buster’s: Like a Chuck-E-Cheese’s … with drink specials

Author: Jason Voiovich Ecra Creative Group There was a time when turning 18 meant you were now an adult. While that may be true in the eyes of the state, real adulthood (on average) is coming much later. Demographers say most Americans don’t begin to make “adult” decisions — marrying, buying a home, and starting […]


Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict

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