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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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Communication – Making Your Brand Promise

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 […]

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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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A Brand of One

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 […]

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The Eight Benefits of Branding – Part 5, Devoted Customers

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 September 13, 2021

As The Pandemic Recedes, Millions Of Workers Are Saying 'I Quit’
To misquote the song, “Take this job and shove it. It means nothing to me now.”

3 reasons you’re losing the war for talent (and how to fix it fast)
Give employees at least as much respect as you give customers. They’re both invaluable to a business.

When Brands Should Shut Up – A Study on Brand Activism
If you can’t stand the heat, don’t set the house on fire.

3 Ways Online Brands are Building Better Customer Relationships than Brick and Mortar
With all the advantages traditional retail has to deliver that personal touch, why does it so often fail to do so?

Top Brand Intimacy COVID Rankings
Where would your business fall on this list?

The Case for Bold Brand
By any other name, a rose may indeed smell sweeter.

Why Digital Experience Needs to Go Beyond Data and Champion Creativity
To engage audiences, factor in an unmeasurable ingredient – creativity.