You’re not going to like this. No one ever does. But setting a budget for marketing is always a difficult task. Business experts and academics, all smarter than I am, have, in the past, advanced formulas and prescriptions for creating budgets appropriate to a company’s size and its marketing challenge. I have no idea if […]
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, […]
Jay Gould is a noted businessman, a turnaround specialist who takes on troubled business lines and brings them back to profitability. He’s worked his magic at Newell Rubbermaid, Graco, Pepperidge Farm and, most recently, at American Standard. Gould is first to say that his successes come, in large part, from “viewing all … decisions through […]
In our branding workshops for startups, I show a slide that expresses how branding requires a focus on three aspects of your business: strategy, marketing and operations. Strategy, to build a strong brand platform with a unique and differentiating brand promise. Marketing, to communicate that promise effectively. And operations, to consistently deliver on the promise. […]
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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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.