Making a change to your name may be one of the most difficult — and risky — undertakings for a growing brand. But that’s what PIRCH, the new Fixtures Living, just did. Joining me today for a fascinating discussion is PIRCH CEO Jeffery Sears. Jeffery is a seasoned executive and entrepreneur with extensive experiences with corporate […]
(Here’s a new Brand Experience Brief — if you’d like to suggest a brand experience at a new or interesting restaurant or retail concept for me to audit, please email me at mail [at] deniseleeyohn [dot] com.) PIRCH, the new Fixtures Living, shows how you can transcend your category and create an emotional, memorable, and distinctive customer experience, […]
ShoeDazzle took the retailing and investing worlds by storm four years ago as it broke new ground in what is now commonly referred to as subscription commerce. After a “professional” CEO failed to grow the company and a valiant but unsuccessful attempt by its original CEO to get it back on track, just last week […]
brand-as-business bit: I use the term “operationalize” to describe the kind of brand-building I focus on — and to differentiate from expressing, promoting, and marketing a brand. Operationalizing your brand involves using your brand to shape your organizational culture, to drive your core operations, and to guide your customer experiences. It’s about putting your brand […]
(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 […]
brand-as-business bit: I recently spoke at CAMEX, the trade show and educational event for the collegiate retailing industry, produced by the National Association of College Stores. My topic was “More Walk, Less Talk: Build Your Brand through Culture & Customer Experience“ and I inspired and taught attendees how to drive their brand promise into their company culture and implement a […]
For over 20 years CoreBrand has highlighted the most powerful brands in its Top 100 BrandPower Rankings. The New York-based consulting firm recently released its 2012 report so I asked CEO and Founder, Jim Gregory, to join me to discuss the results. Our discussion focused on technology brands including Google, Yahoo, Apple, and Samsung since I thought it […]
brand-as-business bit: To expand or not to expand, that is the question — the question most companies grapple with at some point. While entering a new market certainly opens up a new revenue stream and increases the impact and stature of your brand, it can also add complexity and variability that threaten your operations and […]