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, […]
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 […]
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 […]
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 […]
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 14, 2020
The Reason Good Businesses Tell Boring Stories
They confuse story with narrative.
Brand Loyal vs. Price Loyal: How Customers Perceive Brand Value
If you can’t attract them with your brand, forget them.
Time And Intensity Redefine Brand Engagement
Consumers today – Fully engaged or completely disengaged.
Ask Not What Your Community Can Do for You…
Can your brand provide the glue that binds individual customers into a community?
Jet refuels its brand as it heads towards a low carbon future
Can you make money by encouraging your customers to buy less of your product?
New Logo, Identity, and Packaging for Omsom
Food packaging takes a bold new approach.
Marketing’s Role In Quality Of Life
Marketers are getting a front row seat at the game of life.