brand

Communications Devolution or Revolution?

It’s trendy for big companies to devolve authority to operating units, and the jury is still out on whether or not making them compete as collections of smaller independent ones makes any sense (the management consultants who came up with the plans will be long gone before there’s a verdict).
 
But it’s already clear that giving marketing communicators responsibility for overarching corporate communications is dead on arrival.
 
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Seven Elements Needed to Refresh Your Brand

I originally published today’s post on Forbes. It appeared on their site on April 27, 2020.

Is it time for a brand refresh?

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What Is a Brand

When people ask me to define “brand,” I say, “A brand is what you do and how you do it.”  This might not be the most common definition of what a brand is, but the one I use because it’s shorthand for the business school definition of a brand:  a product or service’s value that is delivered to its customers, and the way of doing business that is the basis of a company’s relationships with stakeholders.  This definition of a brand also captures the action orientation to brand-building – and it implies the tight connection between brand and business.
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10 Questions to Assess Your Brand

Are you building your brand the way great brands do?  Today I’m introducing a series of 10 one-minute videos, each covering a question that you can use to assess whether or not you are getting the full value out of your brand.  Below is the first question, which is about the gap between your brand promise and what you actually deliver.  For the next 9 days, I will release another video with another question.  In a total of just 10 minutes, you will get 10 questions to assess your brand.

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9 different types of brands

Here’s a hypothesis:  There are essentially nine different types of brands and you can jumpstart the development of your brand strategy by identifying the one that’s right for you.

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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.
 

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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

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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

 
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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. 

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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.

 

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