A Great Quote About Survival

Each and every morning on the African plains, an antelope awakens knowing he must run faster than the lion in order to survive. And each and every morning on the African plains, a lion awakens knowing he must run faster than… Continue Reading →

Brand Touch Points Drive Your Brand Image.

I visited a local Italian restaurant not long ago. Good food and good service, which was to be expected for the mid-range prices they were charging. What wasn’t expected, though, were the folding tables and chairs (think church potluck supper decor and you… Continue Reading →

Clarifying What “Brand Identity” Is

A lot of ad agencies and design firms use the term “brand identity” to refer to the visual elements of a brand — logo, typography, color palette, design systems — the tactile look and feel of the brand. While this isn’t entirely incorrect, it… Continue Reading →

“Influencing” Brand Touch Points Can Be Good For Business.

I’ve written in the past about pre-purchase, purchase, and post-purchase brand touch points — all those interactions that take place between the customer and your brand before, during, and after the sale.   In the world of brand touch points, there’s a special category… Continue Reading →

What If You Only Had One Customer?

What if the entire success of your business depended on one customer, and one customer alone? What kind of heightened focus would you have on delivering the best all-around brand experience possible to ensure that customer remained your customer? It’s likely you have tens, hundreds,… Continue Reading →

Branding is Like Flying A Kite

“To fly high, a kite must constantly fight against the wind.” Not sure who to attribute this quote to, but I like it. A lot. It relates to life, to business, and to branding. Each is a constant, difficult battle… Continue Reading →

Creating a Brand Image

Your brand image. It’s how people view your brand. It’s what they think about it. It’s things like trust, value, quality, features, performance, assurance, status, service, and more. It’s not static, but ideally it’s not constantly changing either. It determines whether… Continue Reading →

Managing Pre-Purchase Brand Touch Points

The early ’80s were a much simpler time in the advertising business. That’s when I began my career, and the tools we utilized to communicate brand messages were fewer and simpler to command. Creativity (a.k.a. The Big Idea) reigned supreme…. Continue Reading →

The Smallest Brand Touch Point Can Lose You Business

Though my wife would surely disagree, I’m generally a mild-mannered guy. There are few things that get under my skin, but one that does is a toothpaste cap that has to be snapped to close (see picture). What focus groups and test market results proved this would be a… Continue Reading →

A Brand Vision Statement: Something To Grow With

As a new parent many years ago, I remember gazing into my newborn’s scrunched eyes and painting a detailed picture in my mind of  where she’d be many years later. What she’d look like. How she’d act. The kind of education she’d have. What she’d be doing for… Continue Reading →

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