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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 January 27, 2020

How Far Could The Sussex Royal Brand Go?
Perhaps even more interesting than the Meghan & Harry case study is the LASSO model used to assess it.

Alexa — How Do I Create an Ownable Brand Voice?
Will your brand pass muster with voice assistants? And, if it does, how well will its voice appeal to consumers?

Why Is Design Becoming More Important to Business Than Ever Before?
Why great design matters – explained. A really well-written testimonial.

Build Adaptive Marketing Strategies with the Psychographic Branding Method
Not sure if we should applaud this technique … or fear it.

Trump’s biggest logo design crimes, ranked
Sorry folks. I try to stay apolitical but couldn’t resist sharing this one.

New Identity for AIR Studios
Beautifully evocative of sound waves through air.

Brands And Customers: How Close Is Too Close?
Your brand is the relationship you share with your market … emphasis on “share”.