If you’re looking for inspiration and insight on how to build a great brand, this infographic is for you. It introduces the brand-building principles discussed in my bestselling book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest. (Jossey-Bass.) Enjoy! Download! Share! (PDF version) related: learn what great brands […]
From What Great Brands Do: Executing on the brand strategy with excellence throughout the entire customer experience builds brand integrity and impact. In my investigations on customer experience, I’ve found that the most common mistake in mismanaging the customer experience is starting with customer data. Using data and analytics as a starting point fails to […]
Last week marked the one-year anniversary of the launch of my book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass). Writing, publishing, and launching the book was extremely rewarding — it was also a learning experience. Since this was my first book, I learned a lot of […]
From What Great Brands Do: Focusing on the core of your brand – and staying committed to that focus – is the key to building a strong brand. This is the latest in a series of quote posters from my book. Check out the updated collection of posters so far — and feel free […]
Dear Friends and Colleagues, As I look back on 2014, I am thrilled by the success of the launch of my book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass) – and I know I couldn’t have done it without you. So, as a part-thank you and […]
When some people hear me say “Great brands cultivate emotional connections with their customers,” they think this principle doesn’t apply to them. They think their product or service is in a “boring” category — or their customers only make rational purchase decisions — or they’re in a low-cost, transactional business that doesn’t operate on brand appeal. Check […]
From What Great Brands Do: All the little things you do — or fail to do — for your customers in person will out-communicate the big things you clam through mass media. This is a good reminder in this season of big budget advertising campaigns. According to a recent study from Nielsen, last year’s fourth-quarter represented […]
When is customer loyalty not really loyalty? When customers face high switching costs when they try to stop doing business with a company. When customers continuing buying only because of low prices and special promotions. When customers can’t find a company’s contact information or come across other roadblocks when they try to cancel a subscription. And when […]
From What Great Brands Do: Managers of great brands view every consumer contact with the brand as an occasion that might either enhance the brand’s value or undermine it. And they take brand touchpoints that are often overlooked or not considered important and use them to express their brand. Looking for inspiration how to transform […]
Only 6% of surveyed companies are doing what great brands do. This and other results were gleaned from participation in the brand assessment that I recently invited my blog readers and newsletter community to take. […]