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Tag Archives: Brand
Establish Your Brand by Educating Customers
I recently published an article on our Learning Solutions blog titled “Innovative Ways to Educate Customers.” The blog talks about how leading organizations, including DuPont, Cisco and American Express are using video, on-demand learning and learning communities to educate customers.
Marketing leaders are investing in these efforts to further establish their brands, capture new leads and [...]
Also tagged: Marketing No Comments »
The Brand Architecture Dilemma
Branded house or house of brands? Should a business focus on a corporate brand or deploy a host of individual product/service brands? There seems to be lot of debate lately within the blogosphere, and I wanted to add a few thoughts.
The most recognizable sample of a house of brands is Proctor and Gamble (P&G). P&G [...]
Also tagged: Brand Strategy, Marketing Strategy, Strategic Thinking 4 Comments
The Death of Spin
Like a wobbly top teetering toward collapse, the use of “spin” is slowly winding down. We’ve seen too much infomercial hype, too many politicians twisting the truth, and too many tabloid claims to believe everything we’re told. Sixty years ago, we were naïve enough to believe that cigarettes were good for us. Today, we take [...]
Also tagged: Advertising, Marketing, Social Media No Comments »
Turning Change into Evolution
I would like to challenge “change.” We hear so much about change in business today. Companies continually put a positive spin on “change” in their organizations, but it often seems like those changes are reactionary, like they are a step behind.
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Also tagged: Brand Strategy, Marketing, Marketing Strategy, Strategic Thinking 6 Comments
Differentiation: It’s not just being different
Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the [...]
Also tagged: Brand Strategy, Branding, Marketing 8 Comments
Simplify Your Marketing
The message of today is simplicity. We can thank the recession, along with the relentless demands of living in a connected world.
In this post-recession environment, we’ve all become more selective about what we buy. Even the way we think about consumption has changed.
According to Dr. Kim Yarrow, in a recent issue of Psychology Today, “Insights [...]
Marketing Strategies for Innovation
Innovation is a constant in technology as well as business. But not all innovations are created equal. Most innovations can be divided into two broad categories: an evolutionary change (e.g., from the phonograph record to the cassette tape) or a discontinuous innovation (e.g., from the cassette tape to the iPod). Discontinuous innovations can be defined [...]
Also tagged: Marketing 2 Comments
M&A Communications — Turning the Big Deal into Big Success (part 1)
General economic conditions are improving, there are growing signs that the reins on credit availability are loosening, investor and buyer sentiment is trending in a positive direction, and companies are starting to feel the pressure to accelerate growth.
Ladies and gentlemen, the urge to merge is returning.
I worked for a global private equity firm for eight [...]
Also tagged: Communication Programs, Mergers & Acquisitions 2 Comments
M&A Communications — Turning the Big Deal into Big Success (part 2)
M&A activity is expected to increase this year. That means you may soon find yourself leading communications on a transaction – a merger or acquisition that is critical to the long-term success of your organization.
This is an incredible opportunity for you. Bring your “A” game. There is no margin for error.
M&A communications is all about [...]
Also tagged: Communication Programs, Mergers & Acquisitions No Comments »
Brand – Deliver Every Day.