I don’t think education has ever been more important than it is now. A student can’t just stop with a high school diploma—he has to keep going, either to college or a trade school. There’s a lot of competition to get students, but if a… Read more >
When companies think about the final point of contact—or touchpoint—for generating brand loyalty, they usually focus on the customer. After all, customers buy your product, recommend it to friends and are less likely to switch brands. Equally critical to customer satisfaction and long-term loyalty are… Read more >
We often see companies who think they are building their brand but who are actually breaking down their brand. In fact, their efforts cost the company MORE than strategic brand building. Here is a parody of the 5 biggest reasons causing a brand to break… Read more >
These five steps are absolutely vital for the successful rebrand of a company or organization. If you aren’t willing to do these five steps, then save your money…because the rebrand will most likely fail. A winning brand strategy is one that is integrated into… Read more >
A brand is much more than just a logo…much more than a jingle…and much more than an ad campaign, although many organizations never look beyond those mere trinkets of a truly “operationalized” brand. It’s no secret that every company strives for brand distinction through… Read more >
There’s a lot of clutter in “brand speak.” CEOs can make costly decisions because they are sometimes misinformed about strategic brand development and branding. Frankly, the two are often mistaken as the same thing. And of course, they are not one and the same…not by… Read more >
A brand is an extremely valuable business asset, and developing your brand will ensure the success of your company. In later blogs I will outline how best to align your business and brand strategy together. But for starters, here’s why every business needs to invest… Read more >
Sometimes, I will read something about a company that makes my head spin—about how well it brands itself, or, too often, how badly a company needs brand development. The latter is the case with Dish Network and its founder and chairman, Charlie Ergen. Talk about… Read more >
