This post wraps up the series of posters from my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest — Great Brands Do “Brand As Business.” This brand-as-business management approach is ultimately what distinguishes great brands from merely good ones. […]
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 […]
The brand-building principles, Great Brands Never Have to ‘Give Back,’ may be the most surprising one of the seven in my new book, What Great Brands Do; The Seven Brand-Building Principles That Separate the Best from the Rest. So, please allow me to explain. […]
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. […]
Great brands may think big, but they sweat the small stuff. They know that all the little things they do or fail to do in person shape brand perceptions far more than the big things they claim through mass media. So they design their customer experiences down to last detail, and usually appeal to as many of […]
Rolling right along in the series of posters of brand-building principles from my new book, What Great Brands Do, we have: Great brands don’t chase customers; they attract people to them. Great brands know that if you stand for something clearly, some people will love you and some will hate you, but the ones that love you will […]
Upon brainstorming business plan ideas, have you ever thought that following a trend is the surest path to success? Maybe you’ve thought “if only we could just tap into the healthy eating trend…” or “everyone now uses their mobile device to do everything so we better have a mobile offering so we can take advantage […]
Yep, you read that right. Great brands actually avoid selling products. Great brands know that people make purchase decisions based on how products make them feel or the identities products help them experience or express — so they seek to create emotional connections with people and use product features as mere support for that emotional […]
Wow! What a week it’s been and it’s only Wednesday! The official launch of my new book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest, is underway and that means lots of great resources for you to learn about what great brands do and how to build a brand […]
A couple of weeks ago the Times ran a terrific article by Brooks Barnes on Marriott’s aspirations for brand evolution. “But It Doesn’t Look Like a Marriott” described the challenges that the nearly 100 year old company is tackling as it tries to evolve from “boring” and “dependable” to “cool and current.” It wants to […]