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Archive for category: Brand Champions

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The Age Of Internal Branding And Selling It From The Inside Out

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] […]

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Brand Flops: 5 Lessons Brand Managers Can Learn From Epic Brand Failures

Successful branding is not easy. That’s why Coca-Cola, Sony, Microsoft, Ford, Colgate-Palmolive, McDonald’s and more — a few of the world’s biggest brands — have been responsible for some giant-sized branding flops.   In 1957, the introduction of the Edsel by Ford Motor Company was such a big failure that the name “Edsel” has become […]

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Brand Promises: How to Craft, Articulate and Live Them for Brand Success

According to a Gallup study of nearly 18 million people, most customers say brands don’t live up to what they promise. [1] Many are also disengaged with their respective brands, and consequently not loyal to them either. Here we take a look at how to create, develop, share and authentically live out and deliver on […]

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Top 10 Brands for Customer Experience and What You Can Learn From Them

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” (Jeff Bezos) – CEO Amazon.   89 percent of companies expect to compete mostly on the basis of customer experience in 2016 according to a recent […]

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Brand CSR: The Business Case for Successful Branding and Social Good

According to a Nielsen poll of consumers in 60 countries, 55 percent of purchasers are willing to pay more for products and services from companies that do their part to encourage positive social and environmental impacts.[1]   Clearly, corporate social responsibility influences buying preferences, but how else is it important? We’ll examine the answer to […]

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Rebranding Strategy: Gems of Wisdom from 5 Successful Brand Revitalizations

Rebranding is a relatively broad term, as it encompasses both large and small-scale changes to an existing brand, which aim to resurrect a failing brand, reposition the brand and allow the company to reach out to a new target market, or simply help the brand keep up with the times.    While some brands adopt […]

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Luxury Branding: How to Establish or Re-Position Your High-End Brand

The combined value of the various luxury goods markets in 2014 was an estimated 865 billion euros, with luxury cars, personal luxury goods and luxury hospitality taking the top three places, with values of 351 billion, 223 billion and 150 billion respectively. [1]   In order to understand the branding strategies developed and utilized by […]

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Seasonal Branding: Tread Carefully with Christmas Themed Brand Strategies

Fourth quarter commercialism looms large. Sparkly red and green Christmas displays are simultaneously mounted as spooky orange and black Halloween decorations come down. From Ireland to Illinois, consumers react in unpredictable ways to brand seasonal messages that creep in earlier and earlier every year. For retailers, that response can mean boom or bust for critical […]