January 1st, 2011
What’s the difference between a brand and advertising? In humanistic terms the question asks “What’s the difference between a stable personality and a really snappy look?” Brand is a commitment to deliver a differentiated service, product, and quality standard consistently. Winston Fletcher(1) defined a very basic but sound working definition […]
January 2nd, 2011
I have a logo, isn’t that my brand?Your logo is one visual component of your brand, but it is not your brand. Your logo is to your brand like a signature is to a personality. Each is unique and identifiable, but a signature alone can not tell you about the […]
January 3rd, 2011
Isn’t it better to work with industry insiders to manage your brand? The disruptive technologies that radically move markets forward typically come from outside industries specifically because they have an outside perspective. If you rely on the same check-list of standard, homogenized, industry practices that mimic what everyone else fears, says, and […]
January 4th, 2011
I want to strengthen my brand, should I start by changing my logo? Far too often, companies make the mistake of thinking that a visual refresh of their logo, website, collateral, etc. is the key step in strengthening their brand. A logo is a visual reminder that represents your company. […]
January 5th, 2011
Isn’t a brand simply a story that I make up to entice customers to buy? “Brand is not what you say it is, it’s what they say it is.”1 Your brand is every real or imagined trait, nuance, story, impression, quirk, process, delay, sound, sneeze, perspective, dimension, sell tactic, experience, […]
January 6th, 2011
We have a timid (and slightly out of touch) leadership which produces a lame brand. I can’t get money allocated for research or outside brand support because everyone holding the purse strings is afraid of the findings (change). Any suggestions (other than a career change)? One iconic brand provides all […]
January 7th, 2011
How do we create a company with the iconic brand recognition of Kleenex and Band-Aid? Innovate a simple, yet disruptive product/service for which there is no alternative that cannot be easily replicated that meets the needs of an inordinately large market, globally. *This question takes the prize; having been asked […]
January 8th, 2011
Why do I need a brand? When I first read this question on January 3, 2011 my instinctive response was more haughty than informative. Why do we need a sense of purpose? Why do we need a personality? Why do we need reputations, character, values, and credibility? A sense of […]
January 9th, 2011
Do you have a favorite brand book? No, to paraphrase a famous tag line, “No one can read just one”. With that in mind here’s a short list of a few of our collective favorites: It must be said that Marty Neumeier, Director of Transformation at Liquid Agency is “king” […]
January 10th, 2011
Do you think the Tiger Woods brand is dead? I think Tiger Woods is very much alive. I suspect that he is broken. I believe that brands humanize business. Applied to individuals, brand has quite the opposite effect; reducing a sports hero to endorsements and sponsorship. Brands remind us that […]