From time to time, someone will ask me whether they really need to worry about branding their company. It’s usually asked by the leader of a B2B enterprise that markets to a select few customers and where the sales relationships are one-to-one, very personal. If I’m basically selling to my golfing buddies, goes the reasoning, […]
Jay Gould is a noted businessman, a turnaround specialist who takes on troubled business lines and brings them back to profitability. He’s worked his magic at Newell Rubbermaid, Graco, Pepperidge Farm and, most recently, at American Standard. Gould is first to say that his successes come, in large part, from “viewing all … decisions through […]
In his incredibly valuable book, Grow, ex-Procter & Gamble Global CMO, Jim Stengel, identified the 50 fastest-growing companies worldwide – now, known as the Stengel 50 – and sleuthed out the one characteristic they all held in common, the one thing that explained their phenomenal growth. After a decade-long study, he found these businesses crossed […]
Once you’ve developed your brand strategy and understand your brand positioning … Once you’ve articulated your unique, differentiating brand promise in a formal positioning statement … you have, essentially, created the foundation for your brand, otherwise known as the brand platform. But that’s just the beginning. You don’t have an actual brand yet. A brand […]
After last Tuesday’s election, 28 states plus Washington DC have legalized marijuana for medicinal use. Of those 28, seven states, plus DC, have also legalized recreational use. And of those seven, one is California with it’s huge population and habit of setting trends for the nation. Marijuana is now big business and it looks like […]
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Best Branding Reads
Week of February 15, 2021
Branding trends for 2021: Latest predictions to watch out for
A whole lotta prognosticating going on.
The Shultzian Hour - Take Time for Strategy
You could disagree with Shultz but still respect the hell out of him.
The Role of Empathy in Design
Being decent makes good business sense.
Value Tagging: A New Attention Model For Brands
Our brains automatically prioritize the information they receive.
ALC Ditches MAX Branding Despite Boeing Standing By The Name
Should Boeing ditch the MAX name? I think so.
Twitter’s new identity reflects the messiness of life online
Just what we need. More online messiness.
Building A Multisensory Brand
MasterCard and Aston Martin are going beyond the visual and the sonic.