State of the Brand :: by Jason Voiovich

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

Branding the Anti-Zoo: The National Tiger Sanctuary

Author: Jason Voiovich Ecra Creative Group Do you know what a happy tiger sounds like? I heard it. Without exaggerating, it was the most amazing sound. It was a sort of rough “purr” sound. More like a snort, actually. The sound, I presume, a house cat would make if it weighed 500 pounds. And they […]

Better fuel economy has an unlikely adversary: Toyota

Author: Jason Voiovich Ecra Creative Group The green paint on Toyota’s environmental image is starting to fade. The quintessential “hybrid” car builder – the company that brings you more fuel efficient vehicles than anyone else, the company that popularized the ugly little Prius, the company that made it mainstream to drive clean – has fallen […]

A triumph of niche marketing: Nike’s Air Native N7

Author: Jason Voiovich Ecra Creative Group Did you know that Native American feet are uniquely shaped? Neither did I. The result of years of first-hand research among several Native American tribes across the United States, Nike Air Native N7 athletic shoes are precisely tailored to a very specific audience. From an engineering perspective, the N7′s […]

The snake oil salesman is not dead: “Smiling Bob” sells millions of pills

Author: Jason Voiovich Ecra Creative Group E ! n ! z ! y ! t ! e does not work. So says the Centers for Science in the Public Interest (CPSI) and just about every reputable physician. (The CPSI even filed suit with the FTC for deceptive advertising). [Why do I write the product name […]

MN 447: Naming the University of Minnesota’s ugly little apple

Author: Jason Voiovich Ecra Creative Group Golden Delicious it is not. Around since the 1920′s, the U of M and the Minnesota Landscape Arboretum have only used the MN 447 apple variety for breeding. But that is about to change. Following the success of previous apple variety releases (both regionally, nationally, and internationally), the MLA […]


Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict

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