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, […]
Topics: Added Value, Devoted Customers, Growth, Increased Sales, Price Resiliency, Reduced Costs, Smarter Decisions, Super Employees
Want to kill the festivities at your next party? Ask for a show of hands. How many in the room think there will be an economic downturn in the near future? You’ll see a lot of hands go up, however reluctantly. You’ll also see a lot of moods come down and you’ll probably be asked […]
Topics: Added Value, Price Resiliency, Smarter Decisions, Strategy
Many managers of B2B businesses feel they don’t need to brand their product or service. They can understand why B2C offerings need to invest in branding but, for their own purposes, they see no reason to invest so many resources to what, they presume, will do little to move the sales needle. After all, they […]
Topics: Added Value, Positioning, Price Resiliency, Strategy
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.