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Brand Mother -Brand Building Archives - Brand Mother

Brand Building

Action Best Policy in Down Time

January 13th, 2009

Get Moving, there’s business to be had! Hunker down?  Not if you are going to come out ahead. 2008 is going to be remembered for a great number of things, both good and bad.   Some brands are marking 2008 on their tombstones.   Read AP News article on the demise of some best known […]

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Now That’s Action! – Reintroducing yourself to your Customers

February 3rd, 2009

Here’s a great example of taking action:  Invite your customers in to your establishment.  And make it worth their while. On Sunday evening, during the annual national advertising and commercial festival, I saw one ad…. an invitation from Denny’s to have a free breakfast this morning from 6:00 am to […]

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Strip Away All the Filler…

August 2nd, 2009

…Until all that is left is what matters.  The process of developing a brand requires patience and perseverance.  It is a top->down, inside->out approach that often requires knocking down long standing dogma and rhetoric.  When a brand is born, it is arises from an idea, a philosophy.  Those ideals are imbued […]

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Differentiators…Let me count the ways

August 11th, 2009

Brands communicate attributes that in and of themselves aren’t really unique or all that different…after all…What’s so unusual about having values or a training program? The differentiation is in the combination of characteristics, the ‘believability’ of the promotions and the sense that can be made of a story that relates […]

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Bad Form Leads to Bad Brand

August 22nd, 2009

WOW…  When the world experiences big changes, there are two camps that emerge – those that see and use the change for good and those that take advantage.  Those that take advantage damage their brand irretrievably, maybe not in the short term, but in due course, every dog has its […]

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19 Components of a Brand Strategy

August 27th, 2009

Admit it…. you thought developing a strategic brand was crafting a mission statement, a logo and a tag line.  50 years ago that may have been all that was necessary.  Today it is a complex task that touches and should be touched by all parts of your company.   When we work with an […]

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Membership Requirements

October 14th, 2009

Professional associations are a critical component in the US business ecology.  The ASAE Center for Association Leadership reports that:  There are 147,000 incorporated associations in the US 1,000 new associations are being formed each year 9 out of 10 US adults belong to one association 1 out 4 US adults […]

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Blue Monday

January 25th, 2010

Welcome to “Blue Monday”, January 25. Dr. Cliff Arnall, a Cardiff University researcher has identified “Blue Monday”, January 25, as the most depressing day of 2010. A pseudo-scientific formula weighing and measuring human experience ratios isolates today, “Blue Monday” as the figurative day of resignation and defeat. With a wave […]

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An Oath To Do No Harm

April 19th, 2010

All children’s brands should be guided by an internalized dictum to “first, do no harm” that aligns organizational purpose, business strategy, brand management, and the optimal development of children. This sworn commitment requires a guiding philosophy that holds collective ability and judgment accountable, demands respect for scientific discovery, and vows […]

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Brand’s Overprotective Mother

April 28th, 2010

I can’t tell if what I am seeing is a gross over simplification or just a lackluster attempt to ‘spin’ a brand, get on with the show or turn a buck. What I do know is that the inherent power of brand to tell a vibrant story, capture the essence of […]

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