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, […]
Ask any couple that’s been in a successful, long-term relationship. How do you make it work? The answer always includes honest, open and frequent communication. That’s what it takes to make love work between two people. And that’s what it takes to make a market fall in love with a brand. If you want your […]
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 […]
Personal branding has now become a cottage industry. Libraries of books have been written on the subject. Webinars given. Conferences convened. Executive coaches are springing up like wildflowers in spring. I’ve even participated in a few personal branding workshops, myself. I’ve counseled bankers, attorneys and accountants who all work for much larger brands. How do […]
When speaking to groups, I often ask any motorcycle riders in the room to raise their hands. Then I ask them to keep their hands raised if they ride Harley-Davidson bikes. Then I ask the Harley riders if they would ever consider riding another kind of motorcycle. The answer is always an emphatic, almost indignant, […]
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Best Branding Reads
Week of March 1, 2021
What Brand Loyalty Looks like Today
The pandemic put brand loyalty under enormous stress.
GLOBAL 500 2021 – The Annual Report on the Most Valuable and Strongest Global Brands
It took five years, but Apple finally regained the top spot. Who did it dethrone?
Interview: How Motivation Theory Can Build Brand Loyalty, with Aline Holzwarth, Behavioral Scientist
More acknowledgement that we buy on emotion, then find rationales for the decision.
How Associated Memorable Moments Drive Brands
Your customer touch points form a chain of moments that build on each other.
McDonald’s Sets Targets to Diversify its Leadership, Seeks Gender Parity by 2030
McDs sees the light and prepares its brand for a successful future.
Apple, Nissan Talks on Building Autonomous Car Ended After Disagreement on Branding
Why would anyone sacrifice the firm’s most valuable asset?
6 Factors Behind Lasting Behavior Change
Some changes are momentary, some are forever.