…big and stay cool. Listen to this interview here Greg talk about: employee commitment, then compliance — not the other way around people support what they help create being clear about how people in the organization are going to treat each other http://deniseleeyohn.com/wp-content/uploads/2013/08/Brand-As-Business-Bites-082613-Greg-Dollarhyde-on-Growing-Big-and-Staying-Cool.mp3 Podcast: Play in new window | Download other interviews: Randy Garutti… […]
…s salient drivers — so companies must generate perceptions of relevance by communicating a compelling vision of the category. People must see themselves in the story of the innovation before they will care and can appreciate what makes the particular brand unique. addressing changed consumers’ needs In some cases, a brand has lost appeal because people no longer perceive the category it trades in to be relevant. Perhaps consumer values have shifte… […]
…ds thought he had drowned. But what he teaches us is to not let our fear become a barrier to action. So when a competitor threatens to derail our positioning, we may become afraid but we shouldn’t let our fear stop us from proceeding with our strategy. When market forces rise against us, we shouldn’t stop innovating or taking risks. When we face a decision with an uncertain outcome, we should move forward anyway. – Set bold goals and relentlessly… […]
…, it identifies four types of organizations and the role of brand in each. Enterprise — commercial businesses, manufacturing facilities, organized crime — “An enterprise’s features and benefits, and products or services shape the organization’s brand or image…Enterprises tend to look up on the brand as ‘this is who we are, this is what we believe.’“ Community — e.g., religious and political organizations, schools, etc. — “The role of the brand for… […]
…s-040214-Emanuel-Rosen-on-Absolute-Value.mp3 Podcast: Play in new window | Download – the bottom line: I recommend all marketers read Absolute Value. There is a lot of eye-opening insight and helpful guidance for succeeding in today’s business context. But, do as I did — read it carefully and thoughtfully. Seek to learn, but draw your own conclusions. As the authors say themselves, “We’re sure will get some things wrong, and hopefully some things… […]
…stakes people make when using LinkedIn? how should we view and value LinkedIn relative to other social networks like Google+ or Twitter Take a listen — then check out JD’s LinkedIn profile and connect with him on Twitter at @jdgershbein . http://deniseleeyohn.com/wp-content/uploads/2014/04/Brand-As-Business-Bites-041414-JD-Gershbein-on-Success-on-LinkedIn.mp3 Podcast: Play in new window | Download other interviews: karen kang sets the record strai… […]
…inated by one brand, Gatorade, and a challenger brand Powerade that used a compelling brand strategy to successfully compete. Although Powerade could have made the claim that it offered 33% more carbohydrates than Gatorade, the team knew that wasn’t going to win over Gatorade’s entrenched adult franchise with such a rational appeal. Instead it sets its target on the under-18 crowd and figured out how to connect with them. They linked the brand to… […]
…is now solid market research that unlocks Nike’s secrets to success. The researchers at Protobrand, a research and branding firm, have used metaphor elicitation to uncover how and why people from all walks of life love Nike. The firm’s Meta4Insight methodology uses images to elicit people’s thoughts, attitudes, and feelings. It’s a fascinating technique and the findings are even more intriguing. Listen to my interview with Protobrand’s Chief Strat… […]
…istory, right?! Listen to my conversation with Marty: http://deniseleeyohn.com/wp-content/uploads/2014/09/Brand-As-Business-Bites-092214-Marty-Neumeier-on-The-46-Rules-of-Genius.mp3 Podcast: Play in new window | Download In the interview you will also learn: how Marty defines creativity and why you should read this book even if you don’t consider yourself creative why you should prototype — and shouldn’t do focus groups how real genius is about th… […]
…rsation with MJ to learn: why you must have passion but you can’t let your emotions cloud judgment what are “hip pocket” clients and why you need them how “ego is a killer” – as MJ says, “The only way we learn is to raise our hands” http://deniseleeyohn.com/wp-content/uploads/2014/10/Brand-As-Business-Bites-110514-MJ-Gottlieb-on-How-To-Ruin-a-Business-Without-Really-Trying.mp3 Podcast: Play in new window | Download other brand book bites: The 46 R… […]