August 19, 2020
The recent stories and revelations that have surfaced about Ellen and The Ellen DeGeneres Show first appeared to be about a lapse in internal brand management. But it might be a brand failure on a larger scale. Bad press can be damaging to any brand, but in this case, it may be more damaging than most. In early April, Ellen made an insensitive joke comparing being home during the quarantine to being in jail. That […]
August 17, 2020
Until recently, many brands only posted about their support for social issues during awareness months like Black History or Pride. Then, amid a high level of social unrest, brands felt pressured to post statements of solidarity and display black boxes on their Instagram accounts. Some were applauded for it and others criticized. That’s because black boxes and statements without action are useless. But one brand we can all learn from about how to make a […]
June 27, 2019
The punch list for starting a company always includes vision, mission and value statements that express the intent and underlying beliefs of the organization. Rarely does the punch list include the brand position – but it should. Here’s why.
June 19, 2019
The name for your company, big or small, could make or break you. And how you name your products and services could help or hinder your ability to grow. Picking a name for a business / product / service can be the most challenging yet exciting thing you do. But how do you know if your name is right? First, let’s talk about brand. When deciding on a name for your company, think about your […]
June 6, 2019
Your Brand is the essence of who you are. Your Brand is what distinguishes you from your competition. Your Brand offers a distinct set of promises to your customers. And, the performance of your Brand—what it actually delivers—is the single most important asset that your Brand will ever possess.
May 30, 2019
Brand development is a process that, when properly executed, can produce results that drive both top and bottom line expectations inside the c-suite, AND better position your company in the minds of your customers. However, conditions must be right (notice I didn’t say perfect) in order for your new brand building venture to be successful. Before you begin, you need to get real and ask yourself these five important questions. 1. Do You Have Total […]
May 22, 2019
The marketing world is buzzing these days about “brand” and brand development strategies. In fact, a web search for “brand development” returns almost 350 million results.
May 17, 2019
We were talking to a group of small agency principals recently. We asked how many knew their largest client’s business strategy. Fewer than five of the fifty or so in attendance raised their hands – we weren’t surprised. It seems that both agencies and clients are equally at fault for this ‘separate camps’ mentality.
May 9, 2019
A company’s brand should extend beyond surface level internal and external recognition. It should live within the organization – within every department, from engineering, human resources, manufacturing and finance to business services, customer service, sales, distribution and marketing. The Brand Establishment’s Enculturation™ process is exactly what companies need to achieve complete success with their brand development initiatives.
May 1, 2019
The answer is – employee satisfaction. Just ask Mark Bertolini, CEO of Aetna. While recovering from a near-death neck injury, Mark learned that recovery is a state of mind. “If your mind is in the right place, you can do anything,” he shared during a CBS news interview.