Did you know that internal branding is the best way to get employees to develop a powerful emotional connection to your products or services so they become your top performing brand advocates because effective internal branding increases sales? That emotional connection with the brand and its culture is what drives more than 2 million[1] […]
In branding, it turns out that bigger is better together. In successful strategic brand partnerships, the branding strategy of two plus two can equal five…or more! Before jumping into bed together, several questions need to be asked – and answered. It’s essential to be clear and consistent about your values and your vision and […]
Most leaders and employees would view company brand culture as a crucial part of job performance and satisfaction coupled with great customer service, yet for so many brands it remains an elusive concept. We all know intuitively that a bad company culture produces bad results and there are plenty of statistics to back this […]
Disruption happens. In the world of brands, standing still is not an option. Recent events at Whole Foods Market have reminded us that brands are living entities. While every brand has a different lifespan, as with all living things, youth fades and the peak of health simply cannot last forever — brand disruption, time for […]
It’s often human nature to resist change because persisting with the comfortingly familiar feels ‘safer’. Sadly the marketplace is littered with case studies and examples of once very successful brands now gone forever, often because their leaders didn’t implement the critical changes needed, together with a brand refresh, that were essential to ensuring a successful […]
Apple did it. Starbucks did it, too. And so did Barbie dolls by Mattel. If you’re wondering how these items scaled from new idea to nice-to-have to must-have hero brands, let Steve Jobs explain: “Customers don’t know what they want until we’ve shown them.”[1] Is it really as easy as the […]
In the second of a two-part post, we take a look at identifying your personal brand and maintaining it…and why personal branding no longer important just for celebrities or VIPs anymore. To reinforce the message of this article Part 1, we reiterate: Everyone has a personal brand, whether they like it or not. To […]
Bring to mind someone you love and know well. When they announce happy news, how do they do it? It may be because of their personal brand type they give you the message as they bound into your home, all high-energy and dramatic, practically jumping up and down until you take the bait and […]
In a two-part post, we take a look at personal branding and why it’s not just for celebrities or VIPs anymore. You can read the second part here How do others see you in the business arena? What do others think when they hear your name? Your unique personal brand isn’t a collection of […]
Up until the 1980’s, Sears dominated the retail niche with its brand strategy. And then Sears was annihilated by Amazon; reduced to a home and appliance goods market, its former splendour in ruins.[1] Today, in just about every industry, competition is fierce with new challengers and disruptors changing the status quo in every sector. […]
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