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Why Brands Now Lead In Innovation

There’s plenty of innovation going on at research labs all across the globe. In space, in pharmaceuticals, in renewable energy, and countless other fields, people are working day and night to find breakthroughs and discoveries. But it’s brands that are doing the most deliberate innovation right now. Why? Because consumers are demanding it. Ecommerce is booming because people want the convenience of shopping from home. Retail is going all out to create experiences that consumers will find compelling enough to bring them out to the mall. Consumer products are constantly re-inventing themselves to be greener, more sustainable or less damaging to the environment. Financial services are competing to make banking and investing easier, safer, more secure and socially responsible. Sports and entertainment events are aiming to be ever more spectacular. All this is driven by consumer demand. Marketing has always been concerned with meeting customer needs, of course. But today’s world moves at the speed of a mouse click. So competitive brands are forced to follow the rule of A-B-I – Always Be Innovating.

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De-commodifying Your Brand Asset

I hear it all the time from B2B companies. We don’t really need to brand. Our customers all know who we are. Branding doesn’t work in B2B because the buyers have decision-making committees and systems that eliminate all those humanistic influencers. We don’t want to spend money on branding because none of our competitors do. […]

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Best Holiday Wishes To You

(No blog post this week. May the spirit of this season of joy sustain you and your loved ones throughout the coming year. Let’s endeavor to see 2018 surpass all expectations, in every arena of our personal and public lives, and no matter what disappointments pop up in our news feeds. Wishing you a happy, […]

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Best Branding Reads
Week of July 6, 2020

Values, Brand, and Culture — Your Strongest Competitive Advantage
An interesting take on building brands and shaping cultures.

Why Old Has The Advantage Over New
In many ways, we might all really want to go back to the old normal, not the new.

The Critical Link Between Marketing And Finance
Turns out both disciplines are about the same thing.

Employer Branding in the Face of a Crisis
Some really great examples of best and worst practices.

New Logo and Identity for Waze
A good redesign to integrate brand experience across social media platforms.

New Logo and Identity for Iceland National Football Team
Really, really love this logo … and the meaning behind it. Applications are all terrific too.

Images that Move — Using Video to Communicate Brand Story
Some good how-to pointers in this story.