01.27.14
Great Brands Start Inside
Yay! It’s finally here! The official launch of my book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass). […]
Organizational Culture
01.22.14
Marriott’s Brand Evolution
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 […]
– the book: Brand Building in a Digital, Social and Mobile Age: Based on the top 10 most socially shared ideas on how marketing organizations can succeed in a digital age – a practical, prescriptive, and short (only 54 pages!) handbook – the brain: Joel Rubinson, President and founder of Rubinson Partners, Inc., a marketing […]
“You need something like a slap in the face — it’s not enough to do philosophical soft messaging.” With this point of view on the kind of creative advertising needed today — and other similarly provocative insights — Scott Goodson joins me to talk about creativity as a strategic advantage. Scott is the founder and chairman of the global […]
11.11.13
Brand Book Bites from REMOTE
– the book: REMOTE: Office Not Required, a new book from the founders of web app firm 37signals […]
Pro football season is in full swing now, and as I watch the drama unfold every week on the field, I am once again reminded of how many business insights can be gleaned from the gridiron. […]
10.02.13
Brand Book Bites from ENGAGED
(“brand book bites” highlight the most interesting brand stories in the latest best-selling books. For more bulleted briefings on the books I recommend, subscribe to my feed.) – the book: ENGAGED! Outbehave Your Competition to Create Customers for Life – a practical guide about how to design and implement a sustainable culture and customer experience […]
Today I’m tackling one of the biggest challenges that business leaders face: how do you grow from a small, cool company into a large, cool one? When you’re small, it’s relatively easy to cultivate a vital company culture and establish a differentiated niche brand — but as you add more people, products, and/or places, it’s […]
08.21.13
Operationalizing Your Brand
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 […]
brand-as-business bit: A Google search for “marketing to millennials” produces nearly 1 million results. Tapping into the large and influential millennial market is certainly important for many companies. But if you really want to get out in front of the trends, you should also be tracking Generation Z. Generation Z is the cohort group of 68 […]