brand

What is brand essence — and brand essence exercises

What is Brand Essence?  At the core of your brand strategy is your Brand Essence — your Brand Essence is what you stand for.  Brand Essence is often thought of as your brand DNA, the essential value of your brand, or the ultimate role your brand plays in the world.  It’s a critical element of your strategic brand platform because if you want your customers to be clear about what your brand stands for, you must first be.
 

Continue Reading

Brand differentiation

Brand differentiation is more important now than ever before.  You can’t just be better than your competitors — you must be different.  Here are five of my resources, all in one handy spot, to help you understand the new challenges and requirements to differentiate and how to achieve greater brand differentiation.

Three Ways to Differentiate

Continue Reading

Newsflash: Retail 360® is ready for lift-off…

Join us for the ride at DEUTSCHER HANDELSKONGRESS Retail World 

18-19 November 2015, Maritim Hotel, Berlin

 
Continue Reading

The Roles of Brands in Businesses

Today’s post concludes a four-part series, A Brand Strategy for the Republican Party — and Your Business Too. After reviewing in Part One the problem with the way both parties’ brands are currently being used and introducing in Part the concept of a “driver brand,” Part Three: A Third Way — Political Parties As Endorser Brands recommended that political parties to operate as endorser brands. 

Continue Reading

On Stocks and Brands

Last week David Ristau, the analyst who publishes daily stock recommendations in The Oxen Report, weighed in on the fast/casual dining industry with predictions for 10 fast/casual companies in the coming year. Chipotle, McDonald’s, and Domino’s were among the companies he analyzed based on growth, profitability, financial health, value, and management.

 

Continue Reading

Billions of People Want the Super Brand Religion

Today the world has 6.92 billion people. They all wake up and look for the sun in the sky. They also look up at super brands and aspire to belong. The future is bright for brands that evolve their consumers into passionate advocates. Loyal consumers who buy without question. These are consumers who are worth their weight in gold.

Continue Reading

Brand Talk on Love, Sex and Emotion. Marketers Love Drinking Their Kool-Aid.

Can a company/brand create such powerful emotive connections to make customers love them? Your advertising agency will be quick to say yes. I am not sure. I can imagine a few scenarios when it happens but is is very uncommon. Marketers like to convince themselves that you can buy ‘love’ and that’s the ultimate goal for great marketing. What's that book name "Lovemark"? That's an example of advertisers drinking their own Kool-Aid. Yes, many customers can have a level of enthusiasm because we provide them with a great customer experience, is that love? That’s what I want to write about.

Continue Reading

Interbrand's Rankings Are Nonsense

Interbrand, perhaps the world's leading branding consultancy, has published its annual ranking of brands. Mainstream newspapers like the Wall Street Journal have already reported on it with dutiful seriousness, and I expect there'll be a special section on the ups and downs of big brand names in a forthcoming issue of BusinessWeek, if past experience holds true.

Too bad the ranking is nonsense.

Continue Reading

Brands as Sausage Factories

Much has been said about the legislative process that yielded America's health bill this week, and most of the conversation has been about the opinions, expectations, and fears voiced in, well, the conversation. We've just had our first behind-the-scenes glimpse into how the government makes sausage, and we didn't like it one bit. Watching also impeded it getting made, or at least getting it made well.

Continue Reading
Subscribe to RSS - brand