Differentiate Your Brand Now. Or Watch It Wither.

With so many b-to-b and b-to-c brands vying for attention and business, there continues to be the need for true, relevant differentiation among competitive products and services. Bombarded with so many choices, tossed at them in so many ways, potential customers are desperately seeking a reason to justify one… Continue Reading →

If It Happened To Kodak, Could It Happen To You?

No matter how strong your brand, game-changing situations can develop. Just ask the good folks at Kodak, as that historic and much beloved brand continues to deal with unthinkably life-threatening challenges. Business books will no doubt refer to Kodak as… Continue Reading →

Crises Management And Brand Image: A Short Example

A few years ago, my wife bought a sporty little Hyundai Elantra to replace her worn and torn mini-van. The styling and features played dominant roles in her decision, but the 40MPG possibilities touted by the company also factored in… Continue Reading →

Content: The “New” Marketing Buzz?

Over the past few years, and increasingly now, marketers have placed a bright, shiny light on generating and providing content as the new end-all to marketing their goods and services, often at the expense of many other forms of “traditional”… Continue Reading →

Think Like A Rock Band To Differentiate Your Business Brand.

Want some inspiration for differentiating your brand(s)? Look no further than your Galaxy or iphone — or for you traditionalists, your CD, vinyl, or even 8-track (yikes!) collection. Consider the various performers represented there. What’s the appeal? Are more than… Continue Reading →

Bad Auto Attendant Phone Experience Bad For Your Brand

Sadly, we’ve all had similar experiences.  Here’s mine: Called a seldom-used vendor the other day to request a quote on a small project. Auto-attendant prompted me to dial my party’s extension if I knew it (I didn’t) or the department… Continue Reading →

Do Your Employees Know Your Brand Identity? (Really??)

A simple question: do your employees know specifically what your brand identity is?   Are they versed in the decisive, differentiated advantages your brand delivers compared to competitive offerings (your brand position)?  Do they know the nuances of the benefits… Continue Reading →

Want Business Success? Start By Just Doing Your Business.

My daughter had a recent interaction with no-frills Spirit Airlines.  It didn’t go well.  The short story: Tampa to Chicago by way of Dallas.  Mechanical delay in Dallas, very poor communications to waiting passengers at the gate, eventual cancellation of… Continue Reading →

It’s The Small Stuff That Can Have The Biggest Brand Impact

The waiter at Fore Street restaurant in Portland, Maine was just doing his job. I ordered my Bombay Sapphire martini a little dirty, just as I had hundreds of times before at hundreds of other bars and restaurants. As we… Continue Reading →

What Drives a Great Brand? Richard Branson Knows.

(Sir) Richard Branson gets it.  That’s why he’s been more successful at starting, growing, and profiting from his businesses than you, me, and hundreds of our most successful friends and associates put together.  Here “it” is, in his own words:… Continue Reading →

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