We’re in the midst of a four-part series, A Brand Strategy for the Republican Party — and Your Business Too. (Once again, I want to be clear that this series is not intended to promote my political views; rather I am trying to advance the conversation about the role of brands.) Part One: The Problem […]
Yesterday’s post kicked off a four-part series, A Brand Strategy for the Republican Party — and Your Business Too. As noted yesterday, this is a business post, not a political one. Part One: The Problem with Separating Brand from Product, talked about Rand Paul’s declaration during last year’s midterm elections, “The Republican Party brand sucks,” and how candidates […]
The 2015 mayoral election season is upon us and many people may be considering the political strategies of the Democratic and Republican parties. This four-part piece applies a business lens and explores the parties’ brands in a way that reveals implications for all organizations. (Please note this is not a political post and not intended to […]
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 […]
From What Great Brands Do: Unless and until your culture is expressed clearly through your customer experience, you have nothing worth communicating. In light of recent high-profile brand logo changes — Southwest Airlines, Hershey, and WWE — it seems a good reminder that great brands build their brands by cultivating a strong brand-led culture inside their organizations — […]
I admit my first reaction to the news that Apple acquired Beats was skepticism. The deal may have made sense from a business perspective, but it didn’t seem a wise move for the Apple brand — especially since Apple announced it would be keeping and using the Beats brand name. But after I got past my knee-jerk […]
(This is the third and final post in a series about Google, the flexible brand. My first two posts covered the ways in which Google has traded rules for flexibility in its branding and brand architecture. Now I turn to the reason behind Google’s approach.) The practice of brand-building is guided by proven principles – […]
(This is the second installment in this series on Google, the flexible brand. In yesterday’s post, I discussed how Google challenges branding conventions with its logo.) A well-designed, well-implemented brand architecture has provided a solid foundation for many companies. Google is no exception – well, except that its brand architecture strategy seems quite unconventional. […]
(This is the first of a 3-part series on Google’s unconventional approach to brand-building.) Google has become one of the world’s greatest brands and it’s done so despite breaking all the branding rules. Common wisdom says that to build a strong brand you need to present your brand in a tightly focused, steadfast manner. But […]
(Here’s the latest in my series of insights and analysis on new and interesting restaurant and retail concepts, Brand Experience Briefs.) Fresh 2 Order is a fast casual restaurant concept that seems to have a good thing going but lacks design excellence and coherence*. Check out this video audit: Brand Experience Brief: Fresh 2 Order […]