Brand Building: Resisting ‘Sameness’
June 27, 20073 min
Ever heard of a brand that rejects customers? Probably not. Brands are uniformly desperate to attract them. So why would a brand take the opposite approach?
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Strategy - Page 579 of 612 - Branding Strategy Insider
By definition brand strategy begins with the notion that you can differentiate a commodity. From there brand strategy manifests as a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive context.
Drucker Wisdom: Leadership And The CEO
June 26, 20077 min
Successful leaders don’t start out asking, “What do I want to do?” They ask, “What needs to be done?” Then they ask, “Of those things that would make a difference, which are right for me?” They don’t tackle things they aren’t good at.
Internal Brand Building: The Strength Within
June 25, 20074 min
In the late 1990’s I had the opportunity to chair the first conference focused on internal brand building. Almost a decade later this concept remains in its infancy for much of the business world. I’m reminded of this when I hear something similar to the following from marketing executives:
Extending Your Brand To Employees
June 22, 20072 min
I recently had the opportunity to present and lead a panel discussion at The Conference Board’s ‘Extending Your Brand to Employees Conference’ in Chicago, IL.
The Branding Of Nations
June 21, 20075 min
Companies, products, universities, museums, municipalities and individuals brand themselves. Why not nations? After all, they have more at stake then almost any other entity – tourism, exports, foreign direct investment, industry formation/focus, immigration, satisfied citizenry, national heritage and support of domestic and foreign policy, to name a few.