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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 June 7, 2021

4 Ways B2B Marketers Can Successfully Combine Brand And Purpose
An interesting case study from LinkedIn

Branding’s Perfect 10 – Absolute Marketing
Some of the greatest home runs in branding history.

Why Brands Really Matter
Sometimes it’s worth reminding yourself why you drank the KoolAid in the first place.

How Purchase Decisions Are Made
Again, if you think people reason their way to a decision, you’re wrong.

Walk the Talk – How Brands Lead by Example
Two great examples here.

Building Brands For A Commitment-Free Economy
I’m 100 percent behind this idea. I’d subscribe to a transportation service where I take the bus most days but drive a Ferrari once a month.

Market Research for Success, Purpose, and Connection
At least once a day, I’m trying to convince a potential client of this. From now on I’ll just send this article.