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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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The Eight Benefits of Branding – Part 3, Reduced Costs

Branding is about simplicity and focus. You have to ask what it is about your business, product or service that satisfies your customers better than anyone else. What’s the real reason they keep coming back again and again? It’s not always easy to come up with an accurate answer. But when you do find it, […]

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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.