Can Trust in a Brand Be Revived?
The question is… can trust be revived in a brand that is seriously damaged? Almost every year there are brands that amaze us with incredible stupidity… mostly generated by a drive for bigger sales...
View ArticleTesla Drops “Motors.” What’s Next?
Tesla just announced that it is dropping “Motors” from its name to signal that it’s moving into businesses other than cars. They will, at least in the foreseeable future, be an unparalleled...
View ArticleUnited Airlines… It Could Have Been Me or You.
When a brand has a problem, and all brands do at some point or another, people process the nature of the flaw differently. If it touches them… they react very personally. Key media platforms, like...
View ArticleBrand Strategies are Changing – 8 New Rules
There has been a fundamental shift in how brands are perceived and the value they provide. This is true in consumer and corporate brand arenas alike. There is truly a “different world” emerging in how...
View ArticleReinvention is the Key to Sustaining a Brand
The tragedy of the day is Sears. They are nose-diving with no end in sight. After comparable store sales falling off between 16-17% in 2017, no one can see a way to reverse this trend. Wall Street ‘s...
View Article“Brand Congruence” Offers a New Path to Securing Loyalty
The erosion of loyalty in the workplace is pervasive, especially among millennials. This is the result of organizations not providing ways for employees to see meaning and purpose in their role and in...
View ArticleWhy Brand Architecture is a Critical Strategic Imperative
Brand Architecture is a key strategic tool to organize a business so that audiences will understand what you offer and how they can engage. The rules for organizing brands today are evolving. There are...
View ArticleBrand Valuation – Leveraging Brand Value to Increase Revenue, Lower Cost, and...
Brands have value, sometimes quite a bit. There are ways to measure and leverage this value to grow business. In the last two decades, there has been significant work in refining methodologies to both...
View ArticleThe Investment Management Brand Imperative
Build a great differentiated brand or drown in a sea of sameness. Today having a strong investment management brand is not a nice to have, it’s an imperative. For years building an investment...
View ArticleDifferentiation: The Key Challenge For Professional Service Firms
It is tough enough to stand out from the crowd when you sell something tangible – a product. But it is exponentially harder to distinguish your business from its competitors when what you sell is...
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