Chris Langathianos

Recent Posts

Customer Loyalty is Low as Perceptions of Airlines Sour Amid Ongoing Controversies

Posted by Chris Langathianos

May 18, 2017 11:25:50 AM

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It seems that on an almost weekly basis we are hearing stories of customers being removed — forcibly or otherwise — from commercial airlines. The headlines are sensational. The memes on social media are often hysterical, but the brand perception problem is no laughing matter to the $736 billion USD passenger airline industry. There is a big problem and a big opportunity.

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Topics: Branding, Brand reputation

Building Brand Image: The First Step You Must Take

Posted by Chris Langathianos

Mar 14, 2017 12:45:55 PM

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People often ask us, "what's the best advice you can give us when developing our brand image?”

The answer is more complex than the question, unfortunately. But the number one piece of advice I would give to small to mid-sized businesses when developing their brand image is: look at what other similar organizations are doing, and ask yourself, "what do they look like and what are they saying about themselves, and how can I do it differently?"

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Topics: Brand Strategy, Branding, Brand reputation

Manchester by the Sea – A Little Town Made Famous

Posted by Chris Langathianos

Jan 5, 2017 1:24:57 PM

MBTS Cast 7C.jpgOver two years ago, I wrote a blog post called "In Defense of Manchester by the Sea: Small Town Brand Strategy." It was in response to a Boston Globe article that detailed, in an almost shaming way, how the town was "dealing" with its unique name.  My spin on the name, and the town itself, was a positive one – one of differentiation, uniqueness, history and exquisite, quintessentially New England beauty.

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Topics: Branding

Brand (Strategy) Therapy

Posted by Chris Langathianos

Aug 17, 2016 10:30:00 AM

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Selecting the right strategy partner is about more than big-name clients and flashy presentations.

"Out of your vulnerabilities will come your strength." - Sigmund Freud

Brand Strategy is hard. Relationships — personal and professional — are also difficult. Put the two together and you have one mother of an undertaking ahead of you. That's why hiring the right brand strategy firm is critical to your brand’s ultimate success.

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Topics: Brand Strategy

When I Was a Kid, My Best Friend Was Black: Musings on the Development of Perspective.

Posted by Chris Langathianos

Dec 9, 2015 10:24:26 AM

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Fathers' Day "Daddyisms" from John Donovan

Posted by Chris Langathianos

Jun 19, 2015 2:40:56 PM

It’s been a while since I’ve had a chance to blog, and my original intent was to blog about Target’s strategy to license their pharmacies to CVS (you’re on the edge of your seat, I know).

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In Defense of Manchester-by-the-Sea: Small Town Brand Strategy

Posted by Chris Langathianos

Sep 25, 2014 1:23:00 PM

MBTS1“Hi, my name is Chris, and I live in Manchester-by-the-Sea.”

“Welcome, Chris! How long have you lived in Manchester-by-the-Sea?”

(Head hung low) “Fourteen and a half years.”

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The Market Basket Brand & The Paradigm Shift

Posted by Chris Langathianos

Aug 28, 2014 5:01:15 PM

MarketBasketLogo-pngAs I walk – almost nervously ­– up to the entrance of Market Basket in Newburyport for the first time in 6 weeks, I see a gathering of 8 staff members collected just in front of the automatic doors. As I get closer, a seemingly senior staff member yells out, “welcome back, sir” and the rest of the employees follow, “welcome back!”

Walking around inside the store, it’s clear that the dry good shelves have been meticulously arranged. The perishable departments are essentially still bare, but in the meat department, 2 employees in white jackets are stocking the very first signs of meat in the department, and they are smiling while doing it.

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Topics: Brand Strategy

The Market Basket Effect, the 99% & Brand Loyalty

Posted by Chris Langathianos

Jul 24, 2014 11:05:00 AM

market-basketIn New England, the shelves at supermarket chain, Market Basket, are running bare. Meat, seafood and produce are things of the past. The usually packed parking lots are barely seeing a trickle of traffic, with some stores reporting fewer than 10 customers by noon. No, this isn’t a post-apocalyptic scene from a Stephen King film. This is a different kind of tale, one that is real, or even surreal, and the star of this tale is a beloved brand.

As protesters stand guard near the entrance to the stores, I’m struck by the age variation of those holding their ground — seasoned veterans right down to what appear to be student workers choosing to protest rather than enjoy the extra hot sunny day off during their summer study break.

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Topics: Brand Strategy, Crisis communications

Brand Strategy and Jihad in the Middle East

Posted by Chris Langathianos

Jul 9, 2014 10:27:27 AM

In one of the more unconventional rebranding stories that you won’t read about in Adweek, the Islamic State in Iraq al Sham (ISIS) announced the group’s rebranding as the “Islamic State,” declaring itself a Caliphate and declaring its leader, Abu Bakr al-Baghdadi, the Caliph Ibrahim.

So, aside from being noteworthy international news, why is this interesting? Because as the organization’s terror strategy has changed, so too has its brand strategy.

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