brands

Do We Care About Brands?

Do customers really care about brands? 

A couple weeks ago, SDL shared a post of theirs that included 25 facts about customer experience, including a variation of this one:

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Brand Book Bites from Aaker on Branding

The book: Aaker on Branding:  20 Principles That Drive Success

The brain: One of the definitive voices on branding, David Aaker. Dave has published more than 100 articles and 15 books on branding, brand strategy, and brand management, including Managing Brand Equity and Building Strong Brands, two texts that have served as my bibles.

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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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Be Your Brand

My colleagues over at Bulldog Drummond have assembled an informative, inspiring collection of pieces entitled, “Be the Brand.” All are related to the central tenet that, “Brand is not a logo or a tagline. It’s a multidimensional platform that can be your greatest differentiator and competitive edge.

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Brand Book Bites: Absolute Value

The book:  Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information – a provocative read about the new context of marketing today

The brains:  Emanuel Rosen (author of The Anatomy of Buzz) and Itamar Simonson (a marketing professor at Stanford University’s Graduate School of Business) – a strong combination of a marketing practitioner and a academic researcher

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Great Brands Do Brand as Business

This post wraps up the series of posters from my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest — Great Brands Do “Brand As Business.” This brand-as-business management approach is ultimately what distinguishes great brands from merely good ones.

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Learn What Great Brands Do

Wow! What a month it’s been! The official launch of my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest, is underway and that means lots of great resources for you to learn about, well, what great brands do.

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Great Brands Start Inside

Yay! It’s finally here!  The official launch of my book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass).

The book introduces a different way of thinking about and building brands. If you ask most people to define “brand,” they will often turn to the usual suspects: a tagline, logo, advertising message, etc,. Traditionally, brands have been understood in this way – as outward-facing, image-focused expressions. 

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10 Brands To Watch in 2014

My “brands to watch” post was such a hit last year, I thought I’d share who I will be keeping my eye on in 2014. Some of these brands are sure to grow in the coming year, the future of others is less certain – but I’m pretty sure we’ll be hearing a lot about each of them.

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14 Brand Trends for 2014

Can you believe how quickly this year has gone by? And that it's time to start thinking about what the focus will be in 2014?

The crazy thing is, as I look back at what I proposed as challenges for 2013, I wonder how many of them have actually been addressed or executed? I think companies still have their work cut out for them, but as the world turns, so arrives 2014. And with the new year come new trends that companies must try to keep up with.

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