Most leaders think brand work begins when it becomes visible. They start with messaging, a new website, updated visuals, a campaign or customer-facing language. By the time the conversation reaches brand, the business is often already trying to solve either a strategic problem or a… Read more >
My first mentor in brand, Tom, forever changed my understanding of brand. (See Plain Talk post 1 and post 2 for that part of the story.) With the Winn Dixie agency of record account, a new agency officially launched. Tom and Frank offered me… Read more >
Tom and I partnered on a pitch for a Winn Dixie campaign (If you don’t know who Tom is, read my first blog in this series here). It was great fun, and we won the account. Of course, a key component of our team was… Read more >
Many years ago, I thought I understood brand. I was brand loyal. I was a designer and owned a creative shop. We developed a vast number of logos with all the usual print and digital materials that follow. We produced company letterhead packages, brochures, websites,… Read more >
Of course, it must grow while maintaining its reputation and profits. When brand extensions, product lines and new products are developed, strategic questions arise on how we manage these valuable brand assets. The answers have an effect on value creation and brand capital. This is… Read more >
Over the years I’ve heard from many clients how great their customer service is. Yet, many of them have no protocol that enables the employee to handle a customer issue on the spot. Why not give the employee authority to make decisions below a certain… Read more >
While the times may change, your reason for branding won’t. By Jennifer Holland, Certified Brand Strategist, Holland People+Brands Sure, the way the marketplace works today is very different from the way it did even just a few years ago. For example, remember when companies spent… Read more >
Six Words to Breathe Life into Your Brand Communications By Jennifer Holland, Certified Brand Strategist, Holland People+Brands The Promised Land of all brand communications is potential customers’ minds. In their minds is where your brand lives. It’s where your brand is judged, believed, ignored, desired,… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands You have a business, and you have a product or service to sell. That’s good news. But I’ve got bad news for you, too: The marketplace doesn’t care. Yes, your product or service is very important to… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands While at the airport the other day, I saw some of the best examples of good branding. No, it wasn’t in all the airport banners, advertisements, and point-of-purchase displays (most of which were bad examples, actually.) It… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands First, let me apologize. If you’re reading this, and it seems like I am talking about you, I’m sorry. I don’t want to embarrass you. But, you know who you are. I was at an open house… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands Some people scoff and snicker at this brand point, but they are wrong. In my Build Your Brand workshops, I often compare and contrast famous brands, such as Super 8 and The Ritz Carlton. I’ll ask what… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands I hope you answered all the provocative questions I asked you last month about your business and your values. If not, go here before you move forward with this article about creating your perfect customer. Now, let’s… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands Last month, I talked with you about the right answer to a question almost everyone gets wrong. If you missed it, you can see it here. This month, as promised, let’s discover the who, what, why and how… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands “How does the subconscious mind make decisions?” That’s a question posed by the Neuroeconomics Lab at the UCLA Brain Research Institute. According to neuroscientists at the Institute, the brain’s limbic system—which governs our emotions—often overrides the areas… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands I often ask participants in my Build Your Brand Workshops this question, and the typical answers I hear are that a brand is a “logo,” “name,” “tagline,” or palette of “colors, fonts and icons.” Well, the truth… Read more >
