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, […]
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 […]
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 […]
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Best Branding Reads
Week of September 14, 2020
The Reason Good Businesses Tell Boring Stories
They confuse story with narrative.
Brand Loyal vs. Price Loyal: How Customers Perceive Brand Value
If you can’t attract them with your brand, forget them.
Time And Intensity Redefine Brand Engagement
Consumers today – Fully engaged or completely disengaged.
Ask Not What Your Community Can Do for You…
Can your brand provide the glue that binds individual customers into a community?
Jet refuels its brand as it heads towards a low carbon future
Can you make money by encouraging your customers to buy less of your product?
New Logo, Identity, and Packaging for Omsom
Food packaging takes a bold new approach.
Marketing’s Role In Quality Of Life
Marketers are getting a front row seat at the game of life.