brands

Brand Evolution Problems

This month’s round-up of articles I’ve read focuses on brand evolution problems. Companies usually need to evolve in order to remain relevant to changing customers and to continue to grow. But many have difficulty figuring out how to do so or adapting their organizations.

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Don’t Settle for Being an “-er Brand”

I originally wrote this piece for the Harvard Business Review. It was published on HRB.org on March 28, 2014.

As a member of a start-up advisory program, I regularly hear pitches from aspiring technology entrepreneurs. My job is to sort out the companies with potential from those that need to go back to the drawing board. One way I do this is to use what I call the “-er brand” filter.

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Back to Brand Basics

Given all the new media options and technology capabilities today, it’s easy to forget the essential truths about brands. I read several reminders this past month about getting back to brand basics.

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Great Brands Create Extraordinary Experiences

What do Mitch JoelMark Di SommaAdam ToporekJeannie WaltersMike Wittenstein, and yours truly have to say about customer experience and brand-building? Check out this slideshare of quotes, Great Brands Create Extraordinary Experiences.

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Brands To Watch in 2016

Which brands will break new ground, fall from grace, or overcome obstacles in 2016? Here’s my list of brands to watch in 2016. Since I couldn’t narrow the list to a handful as I’ve done in past years, I decided to expand the list to 26, one for each letter of the alphabet. So, here’s a brand-builder’s almanac for the coming year:

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The Financial Value of Brands Continues To Rise

Brands continue to grow in value, according to the analyses in Millward Brown‘s most recent BrandZ Top 100 Most Valuable Global Brands report.

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Great Brands Don’t Chase Shareholders

I recently wrote an article for OPENfor.business entitled, “Are You Making Excuses for Not Building Your Brand or Are You Embracing Its Potential?” In it, I explained that some CEOs try to explain why brand-building isn’t relevant or possible for them by claiming “Our situation is different.” But the unique challenges they think face are, more often than not, really just excuses for not having the commitment, discipline, and focus to build a great brand.

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New Pinterest Board: #WGBD

Spot a great brand in action? Want to share your favourite brand? Inspired by a new brand? Please share your images on my new #WGBD Pinterest board — or tag your Twitter or Instagram posts with the hashtag #WGBD and I’ll make sure they get added to the board. Images of anything — a product, a sign, packaging, a store, a logo, a person, an ad — are welcome. 

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Don’t Try To Build a Great Brand Without This

In my experience working with some of the world’s greatest brands, I’ve discovered there’s single most important requirement for building a great brand: ownership of brand-building by executives at the highest level of the organization. 

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Brand Experience Brief: Sport Chalet

Welcome to my newest Brand Experience Brief, a video audit and analysis of a new or interesting retail or restaurant concept. Today you can take a look at Sport Chalet flagship store located in the Fig@7th shopping centre in downtown Los Angeles, CA. 

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