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.
April 25, 2019
Brands come to life in a number of ways, but what people most frequently relate to is how brands manifest themselves visually. What is the color palette? Is the logo contemporary, classic or quirky?
April 20, 2019
Every company dreams of making a difference in the lives of its customers. An unforgettable company inspires, motivates and connects with its customers. These companies are the brand heroes that dominate the market.
April 18, 2019
Clients often approach us for their tactical touchpoints, otherwise known as “the stuff.” They want websites, marketing collateral, a video or a campaign. Of course we are happy to fulfill the project needs they have, but they often forget to tell their employees what they are working on.
April 12, 2019
Etsy, Beyond Meat, and Reformation have one big thing in common: they’re all fighting the good fight for our planet. Read on for why we love these brands’ eco-friendly missions.
April 7, 2019
Great brands continue to thrive for years after their introductions. Others don’t. The great ones control their categories. They set examples for others to try and mimic. Brands like Hallmark, Maytag and GE are emblematic of great brands. Woolworth, Mademoiselle and most recently Oldsmobile represent the fallen. So why are there great, enduring brands and deceased brands? We believe it is brand leadership. Now, granted, there are other factors like brand management, operational efficiencies and […]