brand culture

Which best brand list is right?

BrandZ just published its annual brand valuation report weeks after Forbes released its best brand list.  The dramatic differences between the lists caused some head scratching among businesspeople.  When Interbrand‘s report comes out later this year and inevitably reports more different numbers, confusion is likely to grow.  Unfortunately if

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You-ification — The Future of bBusiness Is Personal

The future of business is personal. We are embarking on “The Age of You”, in which “Mecosystems” (ecosystems that revolve around and cater to you) and “responsive experiences” (customer experiences that adapt to your needs and preferences) will prevail.

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How To Advance Your Own Movement

Great brands don’t follow – they lead. That’s why they tend to ignore existing trends and advance their own cultural movements instead.

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Do You Do What Great Brands Do? Find Out With This Brand Assessment

Want to know if you’re building your brand the way great brands do? Take this 10-question brand assessment.

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How To Transform Your Brand Into a Movement

Digital technology has changed marketing to such an extent that most brands still struggle to adapt. What once was a massive land war in which the biggest army had a distinct advantage, has become more like a guerrilla insurgency. To win now, you have to own the villages.

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Brand Leadership by Brand Council

“Who should own the brand?” Mitch Joel, digital marketing guru and founder of the agency Twist Image, recently posed this question to me during an interview on his podcast about my book What Great Brands Do (take a listen to the podcast here — it’s one of my favorite interviews). 

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Connect Internal Culture to External Cultural Movements

From What Great Brands Do: By connecting internal culture to broader cultural movements, great brands create futures in which they thrive and grow.

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If Your Employees Don’t Understand Your Brand, How Will Your Customers?

The other day I was meeting with the executive team of a growing retail chain, a prospective client. The conversation turned to the brand tagline and as the Chief Executive Officer began to explain how the tagline came to be, it became clear that no on around the table had ever heard the explanation before.

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An Interview With Denise Lee Yohn, Author of WHAT GREAT BRANDS DO

Do you know what great brands do? 

I first met Denise Lee Yohn in person when she spoke at the inaugural CXPA SoCal Local Networking Event in the fall of 2012. She spoke about good brands and great brands, and likened the difference between the two to the difference between failure and success. Great brands reap so many benefits, including: increased sales, higher profit margins, lower costs, greater customer loyalty, and higher market valuation.

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Google - the Flexible Brand, Part III

(This is the third and final post in a series about Google, the flexible brand.  My first two posts covered the ways in which Google has traded rules for flexibility in its branding and brand architecture.  Now I turn to the reason behind Google’s approach.)
 
The practice of brand-building is guided by proven principles – but, as the adage goes, rules are made to be broken.  And in Google’s case, it’s breaking rules for very good reason.
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