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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 July 6, 2020

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.