Not long ago, my wife and I visited a local pizza joint for a late dinner. The place was nearly empty when we arrived. It was also a mess; every table was piled high with the previous guests’ trash. Being a seat-yourself place, we found what… Continue Reading →
“The Only” That’s the most critical component of a brand positioning statement. It indicates your specific, unique place in the competitive brandscape. It’s your place and no one else’s. It’s not easy to figure out what that might be for… Continue Reading →
Brand Identity. Brand Image. Similar, but fundamentally different. Even marketers get them confused. Not to mention the graphic designers out there adding fuel to the confusion by crafting nifty visual or graphic identities (logos, etc.) under the guise of “brand… Continue Reading →
This question was recently posed to a LinkedIn group to which I belong: What is a brand? Not surprisingly, the responses were varied and, depending on one’s perspective, correct. If ever there was a loosy-goosy marketing term, “brand” is probably it. The question… Continue Reading →
In many ways, brands are like people. In fact, I often ask participants in my brand identity workshops to describe the subject brand persona as if it were an actual person. One key element of this persona is the core… Continue Reading →
Who represents your brand out there on a day-to-day basis? Your sales force? Without a doubt. Customer service reps? Absolutely. Service providers? Yep. Anybody else having direct customer or prospect contact? Of course, yes. Certainly, you’ve empowered these official brand representatives to… Continue Reading →
If you’re like most in business, your focus is on selling more of your stuff and getting it out the door, solving problems, handling customer issues, managing employees, etc. It’s a balance of day-to-day priorities and challenges. But, are those… Continue Reading →
Last week I stopped by a Dairy Queen for a mid-afternoon pick-me-up. One of DQ’s signatures is, of course, the “Blizzard,” and I’m a big fan. A Blizzard, for those unenlightened few, is simply a cup of soft vanilla ice… Continue Reading →
When it comes to buying and using a product or service, we’ve all had good and bad experiences. Chances are we’ll go back to wherever the experience has been good and never darken the halls again where it’s been bad. Not long… Continue Reading →
With so many b-to-b and b-to-c brands vying for attention and business, the need has never been greater 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 →
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