Multi-Image Brands
Typically when experts talk about brand strategy they focus on the creation of a single image or personality for the brand–creating a clear, compelling message for the market. And that approach seems...
View ArticleCan You Brand Yourself? The Short Answer – No.
This question was posed on LinkedIn recently, and the majority of responses were predictable. Most people said “yes.” Simple enough question–easy answer. But, let’s think about it a bit. I took a...
View ArticleConnecting Locally Through the Web
While the Internet offers the ability to reach out to audiences that are literally around the world, not all businesses on the Internet are really interested in audiences around the world–or even...
View ArticleInfluencing Target Audiences – Work From the Inside Out
There are four ways that people learn about our products and services: 1. Through their own experiences with us. 2. From their friends, family and colleagues – word of mouth. 3. Through the media –...
View ArticleCreating a Lasting Brand Image
Why do some brands become cultural legends that stand the test of time, while others ebb, flow and eventually sink? The brand is the cornerstone of any business and is, unfortunately, often...
View ArticleIs It Time to Change Your Name?
Sales are stagnant. New customers are few and far between. Competitors are nipping at your heel. What to do? Must be time to change your name, right? Not so fast. I’ve worked with numerous companies on...
View ArticleBrand Matters!
While doing some online research recently I came across an article on branding that I wrote back in 1997! Clearly it’s a topic that I’ve been interested in for some time. Two things struck me about...
View ArticleTo Discount or Not to Discount – the Potential Perils of Perks to Drive...
I was interviewed recently for a blog on the use of perks to drive social media engagement. It’s an interesting topic and judging from the proliferation of such contests and competitions online an...
View ArticleThe Big Benefits of Blogging
We’re a week into the New Year and, by now, you’ve likely started–or at least considered starting–to work on your New Year’s resolutions. How are you doing so far? Have you started the diet you planned...
View ArticleWhat You Can Learn From the Super Bowl Advertisers
The Super Bowl is behind us, but buzz about the brands that bought space to reach the masses during this much-watched event is still buzzing. It’s buzz that can benefit businesses–of any size–that are...
View ArticleDeveloping Your Personal Brand – Yes, You Have One!
As someone who grew up in a family-owned business and then worked in the field of PR/corporate communications for a number of years I’ve long been well aware of how my actions, or inaction, impact not...
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What the Olympic Committee and Entrepreneur Media Have in Common
How do you get so big, and so powerful, that you can tell other big and powerful organizations what they can and can’t say—and prohibit them from using very commonly used words and phrases? The Olympic...
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Social Media: Not Just For Sales; Another Area of Big Value
Social media is a powerful marketing tool for any business. Business and marketing professionals are particularly drawn to the extensive reach of social media and its potential for driving droves of...
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Toward a Broader Understanding of Brand
Most businesspeople and students of marketing would probably agree with the statement that your brand is important. Yet, despite this importance, the concept of a brand isn’t always easy to grasp. Part...
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Building Your Brand Story, One Piece at a Time
Brands are made up of multiple components – your product or service; your logos, advertising campaigns, public relations and sponsorships; the behaviors of your employees and your customers’...
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Companies Need to Make Sure Everyone, from the CEO on Down, Recognizes the...
In a highly publicized conference call, first reported by Forbes, Papa John’s founder John Schnatter used the “N-word” during a discussion between Papa John’s executives and marketing agency Laundry...
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When Your Brand is the Victim of an Epic Fail
by Justin Grensing, Esq., MBA Companies spend big money on celebrity endorsements. Nike alone spends billions of dollars on celebrity endorsements each year. Sometimes, the endorsements simply serve...
View ArticleBrand Matters!
While doing some online research recently I came across an article on branding that I wrote back in 1997! Clearly it’s a topic that I’ve been interested in for some time. Two things struck me about...
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Tackling the Special Challenges of Building and Sustaining Strong Service Brands
Much of my work over the years has been with “service brands”—brands that are not tied to a particular product, but to the delivery of some type of service—educational services, healthcare services,...
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