long-term brand strategy Archives

07.07.15

Great Brands Don’t Chase Shareholders

I recently wrote an article for OPENfor.business entitled, “Are You Making Excuses for Not Building Your Brand or Are You Embracing Its Potential?” In it, I explained that some CEOs try to explain why brand-building isn’t relevant or possible for them by claiming “Our situation is different.” But the unique challenges they think face are, more […]

02.18.14

Great Brands Commit and Stay Committed

Here’s the latest in the series of posts and posters based on the principles from my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest. This principle, Great Brands Commit and Stay Committed, is easy to understand but hard to execute. […]