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 →
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 →
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 →
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