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 July 6, 2020
Values, Brand, and Culture — Your Strongest Competitive Advantage
An interesting take on building brands and shaping cultures.
Why Old Has The Advantage Over New
In many ways, we might all really want to go back to the old normal, not the new.
The Critical Link Between Marketing And Finance
Turns out both disciplines are about the same thing.
Employer Branding in the Face of a Crisis
Some really great examples of best and worst practices.
New Logo and Identity for Waze
A good redesign to integrate brand experience across social media platforms.
New Logo and Identity for Iceland National Football Team
Really, really love this logo … and the meaning behind it. Applications are all terrific too.
Images that Move — Using Video to Communicate Brand Story
Some good how-to pointers in this story.