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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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Communication – Making Your Brand Promise

Ask any couple that’s been in a successful, long-term relationship. How do you make it work? The answer always includes honest, open and frequent communication. That’s what it takes to make love work between two people. And that’s what it takes to make a market fall in love with a brand. If you want your […]

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A Brand of One

Personal branding has now become a cottage industry. Libraries of books have been written on the subject. Webinars given. Conferences convened. Executive coaches are springing up like wildflowers in spring. I’ve even participated in a few personal branding workshops, myself. I’ve counseled bankers, attorneys and accountants who all work for much larger brands. How do […]

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The Eight Benefits of Branding – Part 4, Super Employees

The National Center for the Middle Market (NCMM) recently conducted a survey that found the very top internal concern for middle market managers was attracting and retaining top talent. I’ve heard it again and again, “We can’t grow at a decent pace because we can’t find employees with the right skill sets”. I even heard […]

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Branding for the HR Department

Last week, I attended the 5th Annual Next Practices in Healthcare Forum, held at the Children’s Orthopaedic Institute in Los Angeles. Much of the audience was comprised of VPs of Human Resources who, these days, are facing an ever-growing avalanche of new products and services from which they must fashion benefits packages that will attract […]

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Best Branding Reads
Week of September 13, 2021

As The Pandemic Recedes, Millions Of Workers Are Saying 'I Quit’
To misquote the song, “Take this job and shove it. It means nothing to me now.”

3 reasons you’re losing the war for talent (and how to fix it fast)
Give employees at least as much respect as you give customers. They’re both invaluable to a business.

When Brands Should Shut Up – A Study on Brand Activism
If you can’t stand the heat, don’t set the house on fire.

3 Ways Online Brands are Building Better Customer Relationships than Brick and Mortar
With all the advantages traditional retail has to deliver that personal touch, why does it so often fail to do so?

Top Brand Intimacy COVID Rankings
Where would your business fall on this list?

The Case for Bold Brand
By any other name, a rose may indeed smell sweeter.

Why Digital Experience Needs to Go Beyond Data and Champion Creativity
To engage audiences, factor in an unmeasurable ingredient – creativity.