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Do You Really Need A Brand?

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, […]

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How To Use Brand Positioning To Future-proof Your Business

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 […]

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The Rapid-Growth Purpose Category – Key To Successful Brand Positioning?

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 […]

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Storytelling – How To Make Your Brand Promise

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 […]

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The Coming Brand Architecture of Cannabis

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 April, 2020

Will Your Brand Pass The Empathy Test?
Per Mark Cuban: How your brand behaves now will define it for decades.

Brands risk losing business if they don't properly address coronavirus
The last bullet point in the article is the kicker.

Telling A Blockbuster Brand Story
As AI takes over all the data-crunching, humans will focus on emotion.

Solidarity Is Not for Sale
Some businesses are not responding well to the current crisis.

New Logo and Identity for North Star Film Alliance
Interesting, energetic, logo-less visual identity system.

Brazilian design firm creates a safe haven for your logo
Even logos have to shelter in place, I guess.

The Global Leader’s Approach to Brand Management
You can’t micromanage thousands of employees spread around the world. They have to embrace and live the brand.