By now, it should be obvious how important it is to clearly differentiate your brand. But I still get questions about how to identify key brand differentiators — or how to prioritize them, clarify them, or use them in brand strategy development. So I’ve produced an excerpt from a recent webinar I gave in which […]
strategic brand platform
07.11.17
9 Different Types of Brands
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 […]
In 2017, are you looking to grow significantly? Expand your scope? Hit a new milestone? If you’re a small- or mid-sized business that’s planning to grow into a larger enterprise — or maybe you run a later-stage start-up that’s headed toward a Series C or even an IPO — you need a solid strategic brand […]
My blog series on “How to Scale-Up Your Brand” continues today with instructions on how to plot your brand positioning. A clear competitive brand positioning is essential to brand-building because it defines who you are selling to, what your business scope is, and how you create unique value for your customers. In this post, you’ll […]
This installment in my blog post series on how to scale-up your brand introduces two brand tools. Use them in your process of developing or refining the strategic platform of your brand. They will help you identify and clearly articulate your brand purpose, values, and attributes. […]
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. […]
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 […]
James Surowiecki’s column in The New Yorker last week, Twilight of the Brands, seemed to suggest that brands are dying. He argued that the usefulness of brands has decreased given that “consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos.” His observations about […]
Earlier this week I posted some key takeaways from the keynote speakers and panelists at the Southern California Business Growth Conference. As a panelist on the marketing track, one of the things I said during the “Brand Implementation & Impact: Bring your Brand to Market” session seemed to spark some interest of its own – […]
01.28.10
strategic brand platforms
Later today I will be presenting the new strategic brand platform to the Board of Directors for an organization I’ve been working with. I thought I’d take this opportunity to share my approach to brand strategy. […]