Building a powerful brand from scratch – An exercise
Let’s make up a brand. Yes, build a brand from scratch. Because you may not really have one. Oh, you may have
Creating a brand website with strategy: An update
It’s been a long time since I posted something new – which, at least for me, is a good thing. In brief,
Outside-in marketing: A rarity
Outside-in marketing is logical. You don’t like someone not understanding your point of view. Prospects don’t like it when you don’t understand theirs.
4 Hazardous Branding Traps for Banks
Brand is the only way for banks and credit unions to differentiate. The common branding traps and how to avoid them when building (or rebuilding) your brand.
The strangest TV spot: Bud Light Seltzer
The strangest – and most confused – TV ad on the air is the Bud Light Seltzer spots. Unlike Corona, Bud Light doesn’t understand its brand meaning.
Brand positioning: It is about who you aren’t for
Saying who you are not for is just as important as saying who you are for when brand positioning. Otherwise, you don’t present yourself as a true choice.
Why brand identity is not enough for you
Brand identity is not brand. It represents the brand. The brand is meaning, fulfilling a brand promise and identifying your target audience.
Losing customers: The crucial importance of brand consistency
Lacking brand consistency is telling a lie. You promise one thing, then do another. Kinda like the rigged appointment of Mike Richards as “Jeopardy!” host.
Don’t overthink it: Ad marketers going bad
Ad marketers too often overthink it. Cleverness never works while simplicity and directness do the trick. Apartments.com, a case study in overthinking.
The four most crucial brand research steps
By following these four steps, you actually use brand research to improve your bottom line. Define your brand. Create preference. Own a true mission.
Meet Visa brand: Being half-pregnant
The new Meet Visa brand campaign is just that. A campaign. If Visa really wanted to signify a change, it wouldn’t have gotten only half-pregnant.
What significant tech trends say about us
The important tech trends here to stay give customers more control. The iPhone and Netflix started it. Now brands must consider who’s really in charge.
How brands win back – a staffing shortage
In a staffing shortage? Remember this. Really great brands attract and keep employees by giving them a true mission. Here’s how to do just that.
Fox Weather: Weather heats up
The weather game is heating up, no pun intended. Introducing Fox Weather. What will it look like and what does it say about brand positioning?
Grim Northwest heat: Do you believe now?
The Northwest heat signifies the coming dangers from climate change. What do people believe to keep ignoring it? And how can they become to believe it?
A rebranding process to win – the 4 steps
Follow these 4 steps for a successful rebranding process and audiences will covet your brand and feel incomplete without it.
Bank branding to win: The one way
Successful bank branding rarely comes easy. And there’s a simple reason for that: People hate banks. A few strategies to consider and others to discount.
Brand onboarding to win now
Brand onboarding should only aim to affect your bottom line. Here are the steps to make onboarding inspiring and meaningful. A new way to win.
Fixing the NCAA brand problem
The NCAA brand badly needs repair after taking another blow to its image with today’s Supreme Court ruling. Here are the steps it needs to take.
Wet Teddy Bears
The Wet Teddy Bears spot for Liberty Mutual irritates but for less obvious reasons. Where’s the brand?
Branding to win now
The truth in branding is that few actually get it right. A few do, of course. But branding to win now is