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Here’s a hypothesis:  There are essentially nine different types of brands and you can jumpstart the development of your brand strategy by identifying the one that’s right for you. I’ve developed this hypothesis after working on brands for over 25 years.  I’ve come to realize that there is a finite number of brand types or […]

back to brand basics

Given all the new media options and technology capabilities today, it’s easy to forget the essential truths about brands.  I read several reminders this past month about getting back to brand basics. […]

brand-as-business bit:  Have you seen the latest TV commercial for Amazon?  It’s terrific!  Why? It talks about what Amazon has already done.  Unlike many technology ads that make promises about great things companies are working to make possible, this ad is basically a review of all the great things Amazon has already done. It conveys […]

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In a recent post, I described a meeting I led for one of my clients that needed to engage its senior leadership with its brand. And I mentioned that I had started the meeting with a cheeky “What Can Brands Learn from Lady Gaga?” video. Although I can’t show the video here, I did want […]