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
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, […]
Topics: Added Value, Reduced Costs
Best Branding Reads
Week of November 23, 2020
The #1 Mistake Leaders Make When Trying to Change Culture
Denise Yohn once again speaks truth to power. You have to walk the walk.
The Science Behind Brand Culture Success
You fight for your fellow soldiers.
Marketers, Catch the Silver Wave or Risk Falling into the Water
The Me Generation is getting old. They’re going to want to buy things.
New Brand Architecture for a Fragmented, Digital, Purpose-Fueled World, Part 1 – The Problem
Great article. Can’t wait for Part 2.
John Harbaugh, Ravens take exception to Titans' pregame huddle over logo
Yes. Logos are important to people.
Is Apple about to launch a brand new logo?
Relax. It’s a secondary logo.
Combine Doubt with Data to Make Better Brand Decisions
We can never get ALL the data. And where data ends, doubt begins.