One of the most effective ways to respond to a changing world is through branding – but not as you know it. The days when brand was a marketing function are over. Brand is now a leadership issue. Your brand is not something you add to your business, brand is the reason your business exists. […]
1. It’s more heart than head. In a world of parity, give me a reason to choose you. 2. It stands for something. In a world of proliferation, show me where the heck Wally is. Seems obvious, and yet most everyday branding I see around me is more rational than emotional and/or more intent on […]
The hardest thing about being an awesome brand is that you have to stand out from the crowd. Whether it’s Brand YOU or whether it’s a company brand, the moment you “stand” for something you become a target for all of the other people who don’t like what you stand for. It just comes with […]
