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 […]
The popular Bloomberg Radio show, The Hays Advantage, with co-hosts Kathleen Hays and Vonnie Quinn, interviewed me today to dish on the upcoming Super Bowl ads. Listen to my take on the ads from Danone, GoDaddy, VW, and more here. The interview was only one of the great pieces of content posted this week that […]
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 […]
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). […]
The virtual collage of great brands in action, using the hashtag #WGBD, is off to a great start! Here are some of my favorite posts so far: Intelligent, strategic intro film @ #Frozen. 8min of: original and current Mickey are one. #WGBD @deniseleeyohn pic.twitter.com/Xpsh8B77Ey — Chris Frank (@crispyfrank) December 31, 2013 Ben & Jerry’s Ice […]
My latest Forbes CMO Network column is based on the basic idea that once customers feel a personal and meaningful bond with your brand, they’re more likely to stick with you. The point seems so fundamental that I almost hesitated to write a piece about it, but as I read about the latest coffee chain […]
