Branding
Leading a Brand
A new study finds that transformational and transactional leadership is better for long-term brand health.
Saturday, March 17, 2012
Branding
Dollar Shave Club, Part II
Dollar Shave Club is an excellent example of Brand Real. It marries a credible promise to a compelling experience.
Wednesday, March 14, 2012
Branding
The Folly of Standing Out Before Standing Up
Authenticity and service-delivery are the gold standards by which brands are judged. The outdated premise of standing out first comes with a lot of baggage.
Wednesday, March 7, 2012
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Boy Scout by Norman Rockwell
Branding
Scout's Honor
There are many words used to describe a brand's platform. But one word is often conspicuously missing.
Monday, March 5, 2012
Branding
Wage a Campaign Inside
The campaign methods used by political entities are a good model for making change inside a brand.
Monday, February 20, 2012
Branding
The Road to and From Memory
Branding works on consumer memory. The best brands are easily memorized.
Monday, February 20, 2012
Branding
Stake Promises, Not Positions
Though they are often used interchangeably, a brand promise is very different from a brand position.
Monday, February 20, 2012
Branding
Live or Memorex?
There's a rebellion growing against brands. And it's driven by brands that think it's ok to fool consumers after they leave the cash register.
Monday, January 23, 2012