Three Things A Strong Brand Positioning Must Do
September 8, 20162 min
You need to focus your business. The decisions you make on what you want to focus your business on drive what you want your reputation in the market to be.
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September 2016 - Page 4 of 5 - Branding Strategy Insider
Five Disruptive Marketing Trends
September 7, 20166 min
In my book Disruptive Marketing and here on Branding Strategy Insider, I note ten trends to watch that will shape the future of marketing. The problem with these lists and most publications or books that rely on this “listicle” approach (the mash-up of an article into a list format for easier learning) is it comes across as finite.
5 Brand Positioning Models
September 6, 20164 min
“In communication, as in brand architecture, less is more. You have to sharpen your message to cut into the mind. You have to jettison the ambiguities, simplify the message, and then simplify it some more if you want to make a long-lasting impression.” – Al Ries and Jack Trout
How To Build A Strong Brand Backstory
September 5, 20164 min
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognizable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
The Purpose-Driven Brand Defined
September 2, 20164 min
A Purpose-driven brand is one where the organization has consciously placed its ‘Why’ front and center– in how it communicates, but more importantly, in how it actually behaves in its business conduct.