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, […]
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 […]
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 […]
If clothes make the man then visual identity makes the business. In an ever-accelerating world, decision-makers use your brand’s identity as a short-cut to make instant judgements about your business, your offerings, your values and, ultimately, your worth to them. That’s why it’s so important to understand, exactly, what your brand is saying about you […]
In our branding workshops for startups, I show a slide that expresses how branding requires a focus on three aspects of your business: strategy, marketing and operations. Strategy, to build a strong brand platform with a unique and differentiating brand promise. Marketing, to communicate that promise effectively. And operations, to consistently deliver on the promise. […]
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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.