Corporate Swagger - It's More Important Than You Would Think [vc_empty_space] “We have lost our swagger.” This was the response from a CEO of one of our clients as we were discussing his perspective on why their once powerful brand had waned. I followed up by asking him, “How has that loss of swagger manifested
Learn MoreIn Professional Services Two Strong Brands Equal One Stronger Brand [vc_empty_space] In the professional services category, which brand is more important? Is it the personal brand of the associate or the brand of the firm? The simple answer is both because they both represent important relationship connections with a client. The challenge is in the
Learn MoreHow Well is Your Company Leveraging the Modern Brand Portfolio? [vc_empty_space] What do you do when your company’s product just got leapfrogged by your nearest competitor? Not long ago I was asked by a senior executive to speak to the company’s 700+ salespeople who were being challenged to sell against a competitor that just announced
Learn MoreEmotional Connection - Inside and Outside [vc_empty_space] Developing a strong brand is about creating an emotional connection with a consumer. Right? This brand axiom seems to be the first lesson that marketing professionals learn. How to get there and how you know when you arrive at that coveted relationship status is a whole other topic.
Learn MoreMaking the Right Connections Can Create a Whole New Perspective About Brand [vc_empty_space] Recently I received a Holiday card from a friend and colleague of mine in Spain, a connection I made over 10 years ago. Her card led me through a series of digital connections and I discovered an interesting blog that got me
Learn MoreFrom Icon to Involvement [vc_empty_space] In the best of cases a new corporate identity enhances the market’s perception of the organization and is a boost to employees’ belief in the company’s culture. It’s time to put the focus of identity back into corporate identity. There is an emerging opportunity to use the launch of a
Learn MoreLong Term Care Learns About its Brand [vc_empty_space] Recently I was asked to lead a panel to share best practices for building a strong brand in the long-term care and affordable housing category at a national event hosted by Leading Age, the leader and advocate for the industry. The dialogue was preceded by the presentation
Learn MoreCan NPS and IBB Deliver Higher Customer KPI? [vc_empty_space] Want to become brand of choice? Who doesn’t? It’s not easy, but developing a strategy doesn’t have to be complicated. Making concepts like becoming brand of choice simpler and more pragmatic empowers more people to use them to their benefit. Robust, fact-based discussions using simple well-understood
Learn MoreWant to Become the Brand of Choice? Pick Two! [vc_empty_space] Want to become brand of choice? Who doesn’t? It’s not easy, but developing a strategy doesn’t have to be complicated. Making concepts like becoming brand of choice simpler and more pragmatic empowers more people to use them to their benefit. Robust, fact-based discussions using simple
Learn MoreUnbranding the Word Brand [vc_empty_space] “In a world where the words new and fresh are relentlessly repeated on every product label, the name of the sales technique is getting old and stale. Where is the ad-Übermensch, the creative Ogilivy, who will put forward a new moniker for the name of the atmospheric marketing game? The
Learn MoreIt's Time for a Brandversation! [vc_empty_space] I think it is time to begin a pragmatic conversation about brand, let’s call it a “Brandversation.” I am talking about having an on-going practical and interesting conversation about brand that we all can learn from and enjoy. The good news is that there are a lot people talking
Learn MoreIs Your Marketing Brand Changing? [vc_empty_space] As marketing managers have become brand managers and marketing communication managers are becoming “content marketing managers,” are corporate communications executives soon to become the CIBBO (chief internal brand building officer)? I am not trying to conjure up some sort of Dilbert-esque cynicism about job title inflation that might be
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