Author Archives: Michael Deiner

Brand Activation Manager

Michael Deiner, Brand Activation Manager

Michael has been with JPL since 2002 and helps guide clients through brand strategies, brings their brand to life through integrated media services and provides ongoing brand insights and consulting. Michael graduated from the Art Institute of Pittsburgh with an Associates Degree in Specialized Technology and Visual Communications. Before joining JPL, Michael worked for the Penn State College of Medicine, McCrory Stores, Inc., and the American Thermoplastics Company.

The Brand Architecture Dilemma

Michael Deiner

Branded house or house of brands? Should a business focus on a corporate brand or deploy a host of individual product/service brands? There seems to be lot of debate lately within the blogosphere, and I wanted to add a few thoughts. The most recognizable sample of a house of brands is Proctor and Gamble (P&G). P&G [...]
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Turning Change into Evolution

Michael Deiner

I would like to challenge “change.”  We hear so much about change in business today. Companies continually put a positive spin on “change” in their organizations, but it often seems like those changes are reactionary, like they are a step behind.  var addthis_pub = 'jplblog'; var addthis_language = 'en';var addthis_options = 'email, favorites, digg, delicious, myspace, google, [...]
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Differentiation: It’s not just being different

Michael Deiner

Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the [...]
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Great Brands Begin Internally

Michael Deiner

For many marketing departments, the primary focus is on building a brand that engages the target audience to create awareness and generate interest. Budgets, research and strategies are all aimed at building a brand that speaks directly to the external people it’s intended to reach. But we can’t stop there. var addthis_pub = 'jplblog'; var addthis_language = [...]
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