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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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Strengthen Your Brand Before The Next Recession

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 […]

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The Eight Benefits of Branding – Part 6, Price Resiliency

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 April, 2020

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.