Branding and Brand Strategy for Growing Companies
Branding for Restless Companies and Driven Entrepreneurs
A ship engine failed. No one could fix it. Then they brought in a man with 40 years on the job. He inspected the engine carefully, top to bottom. After looking things over, the guy reached into his bag and pulled out a small hammer. He gently tapped something. Instantly, the engine lurched into life. …
Star Trek fans, entrepreneurs, innovators and others daring to explore new and unchartered universes. We intercepted the video message found below. But before you view it, here is some vital information to understand: Why do some brands do something no consumer should encounter if these companies are going to boldly go where no brand’s gone before? If you’ve ever …
Sir Richard Branson knows a thing or two about brand elevation and rising above the noise. In his own words, he wrote, “The key to generating loyalty and rising above the general noise seems to be all about creating an authentic voice.” Brand Elevation and Rising Above the Noise Nine strategic and tactical mistakes can …
Marketing today is filled with so much double-talk and corporate marketing-speak that it makes the DaVinci Code look like a simple crossword puzzle. So, when I was asked by Randy Bowden to be interviewed about branding and other marketing-related questions in straightforward conversation, I was thrilled (though a little hesitant since I find some of …
When I was asked to speak at the American Marketing Association 2 years ago, I decided (following the live presentation) to share my presentation online. That was over 75,000 views ago (nearly doubling in views since that blog post was written less than 4 months ago). I decided it was time to do another one, …
Besides the over 79,000 viewers that will pack the stadium to watch the Super Bowl on Sunday, the Super Bowl ranks as the most watched show on TV all year. Last was a record 111+ million viewers, the most viewers to watch a single show in US history. Super Bowl, Chicken Wings, Guacamole, Pizza and …
Companies will at some point come to that milestone known as “the rebrand.” For some, it happens early on once they’ve discovered who they really are while with others, it occurs after many years of having grown (or outgrown) their brand. Then and Now You’ll discover that some brands go along an evolutionary track that …
Many entrepreneurs have asked me how I increased sales 300% of Legacy Chocolates. I had to ask myself, “With all the decades of chocolate marketing, how do you attempt to rise above the noise?” The only options I saw were 1) to add to the noise or 2) rise above it. There was no third …
