When some people hear me say “Great brands cultivate emotional connections with their customers,” they think this principle doesn’t apply to them. They think their product or service is in a “boring” category — or their customers only make rational purchase decisions — or they’re in a low-cost, transactional business that doesn’t operate on brand appeal.  Check […]

mouth_tape1

As i help companies define or re-define their brand strategies, we articulate the core values and attributes of their brands.  We distill from all the things that could be said about their brands the most distinctive and defining elements. […]

lean brand book

the book:  Entrepreneur’s Guide to the Lean Brand: How Brand Innovation Builds Passion, Transforms Organizations and Creates Value is a guidebook for startups the brains:  Jeremiah Gardner and Brant Cooper help startups get started.  This is Jeremiah’s first book and Brant was the co-author of the New York Times Bestseller, The Lean Entrepreneur.   They share […]

2015

Welcome to what has become an annual tradition for me – a post highlighting my recommendations for the “Brands to Watch in 2015.”  Importantly this is not a list of brands that I predict will grow, succeed, or otherwise go big.  After all, Peter Drucker once said, “Trying to predict the future is like trying […]

A Google search on the term “the uber of” returns 65,000 results, including The Uber of Gentleman Companions (an article about a new startup that promises “what women really want”) and We’re the Uber of Organ Transplants (a website posing as a non-profit in the organ donation space). In fact, Entrepreneur recently ran a piece on the proliferation […]

When is customer loyalty not really loyalty?  When customers face high switching costs when they try to stop doing business with a company.  When customers continuing buying only because of low prices and special promotions.  When customers can’t find a company’s contact information or come across other roadblocks when they try to cancel a subscription.  And when […]

pivot

Pivoting can be a start-up’s smartest move or the last nail in its coffin.  For every Twitter (which started as a podcast subscription network before its founders realized that iTunes would quickly overtake them, so they turned their attention to microblogging), there’s a Color (a photo-sharing cellphone application whose founders tried unsuccessfully to pivot into […]