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brand strategy


Good Leadership Character Leads to Good Brand Strategy

Good Leadership Character Leads to Good Brand Strategy

An excellent post at IMD.org speaks to two attributes that the writers, Professors Stewart Black and Allen Morrison, believe are necessary for leaders of global organizations today: emotional connections and integrity. I think this advice is great for any business leader, not only those operating at the “global” level. Here’s the section on emotional connections that talks about being sincerely interested in others, genuinely listening to others, and understanding different viewpoints. Emotional connections Global leaders need to establish personal, empathetic relationships...
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Is Your B2B Brand Feeling Crowded In By Competition?

Is Your B2B Brand Feeling Crowded In By Competition?

Many B2B brands find themselves victims of intense competition, growing commoditization and confusion about how to make the best use of branding. If your brand is just a set of superficial marks, colors and trademarked words, the pressure is sure to crush it to smithereens. However, if your brand is built from empathy, purpose and emotion, it stands a fighting chance to stand out, get noticed and be seen as emotionally important. After all, as the owner of an emotionally meaningful B2B brand, your business will stand out from the crowd, its presence will transform any perception of...
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Rebrand? A Perfect Time to Adopt a “Purpose Beyond Profit”

Rebrand? A Perfect Time to Adopt a “Purpose Beyond Profit”

A rebrand is a great opportunity to scratch below the surface to discover how your business can truly matter to people. Seize this chance to do more than simply apply a new layer of paint over your business. There are numerous reasons why companies choose to rebrand. It might be due to a merger, acquisition, or divestiture. It may be because of tired sales, a less-than-desirable image, or heated up competition. It might be a change in guard at the CEO level. Whatever the reason your business needs an update, the rebrand process offers a unique opportunity to go beyond a new name, logo, and...
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Socializing Sustainability

Socializing Sustainability

We hear a lot that companies are struggling with creating the right strategies for socializing sustainability and to get employees even engaged in sustainability. One of the most common complaints is, “They won’t even read our sustainability report!” No, really? Expecting employees to read a sustainability report is like expecting them to read patent applications. No one does that unless they have to, because patent applications are written by lawyers for other lawyers. It’s the same with most sustainability reports: they’re written by sustainability geeks for other sustainability geeks....
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Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning

Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning

We spotted a nytimes.com report that highlighted the fact that cars today – across the board – are more dependable than ever before. To quote David Sargent, spokesman of J.D. Power and Associates, “There are no really bad vehicles anymore.” This hasn’t always been the case. Ask anyone over 40 and they’ll probably know this definition of “Ford”: Fix Or Repair Daily. But, as with so many things, it’s getting easier and easier for competitors to level the playing field. Standing out today is harder than ever. Welcome to Commodity-Ville, next stop...
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