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Brand Building Fundamentals: Points of Difference
Brand Building Fundamentals: Points of Parity
Brand Building Fundamentals: Brand Personality
Brands can be fun, free willed, playful, studious, a work horse, etc. But those attributes don't drive much energy into the brand. Worse, your interpretation of "fun" may be decidedly different than mine. So we could work on the same brand using "fun" as the brand personality and end up in vastly different areas.
Tankers and Speedboats: Is your innovation program solving the right problems?
Tankers and Speedboats: Checking the box versus solving the issue.
Tankers and Speedboats: Are you trapped by success, or failure?
Tankers and Speedboats: Are you over-engineering the solution?
Is the ad agency model dead?
Does anyone really care about core values?
Branding Should Be Logical
10 Steps to Creating a Personalized In-Store Experience
Six Critical Factors in Winning Against Private Label
Build Private Label Brands That Last
Consumers have been trained to perceive three tiers in most retail environments: cheap stuff, expensive stuff and everything else. However, owned brands can fall prey to presenting too many layers. Some retailers have difficulty killing off weak products or collections that no longer match the brand and instead create sub-tiers and super-tiers. When consumers can’t distinguish the nuances, they apply the three-tier rule for simplicity.
It’s Spring. Time to Weed Your Brand.
Could Your Brand Benefit From Personalization?
I work with a wide range of companies each year, from small mom and pops to Fortune 50s. A common thread, whether working on organizational health or brand strategy, is authenticity and humanity. Everybody wants it. Everybody talks about it. So why then do so few companies truly deliver in this area?