Reading Time: 4 minutes Everybody wants to believe they work for brands that are among the best. But just as marketers are in the business of telling others stories, they also tell themselves stories about the brands they work for. And some of those myths are just not good.
Latest Posts
Perspectives
You can’t sell if you don’t start: A Long Virtual Coffee with Mark Hunter, “The Sales Hunter”
Reading Time: 7 minutes I met Mark Hunter on my very first trip to the United States. I was speaking at the National Speakers Association University on how to build a personal brand. Our conversations between sessions over several days would influence how I thought about sales and the business of keynote speaking.
Too many brands have forgotten how to sell
Reading Time: 3 minutes Have we become so pre-occupied with the niceties of brand that we’ve forgotten the reason they exist? Where’s the link to sales?
Three good reasons not to diversify your brand
Reading Time: 2 minutes There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
7 ways brands just plain break their promises
Reading Time: 4 minutes Some time back, I looked at what it took to get a brand promise right. In this post, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?
How to protect your brand’s views (and stop others stealing them)
Reading Time: 3 minutes It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.
15 ways to be a more valuable brand
Reading Time: 2 minutes We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.
You know the future you want. Do you have the brand to get you there?
Reading Time: 3 minutes Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.
How do you define a responsible brand?
Reading Time: 2 minutes The ethical consumer may be a well identified buyer in the marketing press, but customers themselves seem somewhat confused by what counts as a responsible brand.
Brands should always have a two speed strategy
Reading Time: 3 minutes Brands drive attention and income off awareness, but they derive their real value from their ability to shift and sustain longer term sentiment.
How your brand should act with certainty today
Reading Time: 2 minutes In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand.
How un-designed should brands be?
Reading Time: 2 minutes As brands seek to stay in touch with consumers, some are saying the future of brands depends on them looking less manufactured. That feels like an overstatement.