The story of how the venerable Ford Motor Company managed to recover from the Great Recession of 2008 may be one of the greatest corporate turnarounds in U.S. history. And it demonstrates how great brands rebound from turbulent times. Not only did Ford recover, but it ended up thriving and achieving heights once thought impossible […]
In lieu of my usual Brand Book Bites format, I wanted to share my favorite excerpts from Onward: How Starbucks Fought for Its Life without Losing Its Soul, the book Starbucks CEO Howard Schultz wrote in 2012 to memorialize the remarkable turnaround at his company after he returned to the helm in 2008. […]
Has your growth stalled? Do you struggle to become more innovative? Do you think you’re losing control of your brand? Are you concerned you haven’t figured out your new business strategy? …your customer experiences? …or your employee morale? In the 25+ years I’ve been helping business leaders address significant challenges like these, I’ve discovered that there […]
In my experience working with some of the world’s greatest brands, I’ve discovered the single most important requirement for building a great brand: ownership of brand-building by executives at the highest level of the organization. More than big marketing budgets, more than breakthrough creative ideas, more than strong sales capability — if you want a great […]
Today’s post concludes a four-part series, A Brand Strategy for the Republican Party — and Your Business Too. After reviewing in Part One the problem with the way both parties’ brands are currently being used and introducing in Part Two the concept of a “driver brand,” Part Three: A Third Way — Political Parties As Endorser […]
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 […]
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. […]
Want to know if you’re building your brand the way great brands do? Take this 10-question brand assessment. […]
“Who should own the brand?” Mitch Joel, digital marketing guru and founder of the agency Twist Image, recently posed this question to me during an interview on his podcast about my book What Great Brands Do (take a listen to the podcast here — it’s one of my favorite interviews). Mitch was asking about […]
What is the one thing about a brand that has stood the test of time? That’s how Moe Abdou, Founder & CEO of 33voices, began his interview of me. In our in-depth conversation, we cover topics including: what is no longer relevant about brands? what does “brand as business” mean? how are great brands keeping up […]