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 September 14, 2020
The Reason Good Businesses Tell Boring Stories
They confuse story with narrative.
Brand Loyal vs. Price Loyal: How Customers Perceive Brand Value
If you can’t attract them with your brand, forget them.
Time And Intensity Redefine Brand Engagement
Consumers today – Fully engaged or completely disengaged.
Ask Not What Your Community Can Do for You…
Can your brand provide the glue that binds individual customers into a community?
Jet refuels its brand as it heads towards a low carbon future
Can you make money by encouraging your customers to buy less of your product?
New Logo, Identity, and Packaging for Omsom
Food packaging takes a bold new approach.
Marketing’s Role In Quality Of Life
Marketers are getting a front row seat at the game of life.