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December 2020 - Branding Strategy Insider

The Genesis Of Desired Brands

In an interview with Sir Jonathan Ive, Apple’s former Chief Design Officer, he mentioned that Apple didn’t do consumer focus groups, market research, etc, explaining that Apple knew the future possibilities better than their consumers. This led me on to think about the famous quote from Henry Ford, “If I had asked people what they wanted, they would have said faster horses.”

Aligning Employer And Corporate Brand Strategy

Today’s organizations — be they B2B, non-profit, government or consumer – live and die by their ability to build and deliver a strong employer brand that earns the trust and loyalty of their employees. If your external brand is the sum of all the experiences that someone has with your organization, then that is true of your employer brand too.

From CFO To Brand Champion

In the early 1990’s, Ford Motor Company initiated a sweeping internal branding project. The project entailed articulating the brand promises for the corporate brand, the automotive brands and each brand’s car models. There was a huge 3-day employee event staged in Cobo Hall. As part of the event, each employee received a newly written marketing handbook. The leader of the brand project was the CFO.

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