In a previous post, I introduced the nine brand types that all brands fall into. I explained that in my years of experience working on a broad range of brands, I found that, although no two brands share the exact same brand identity, there are really only nine general brand types. This post is about […]
If you expect your employees to do what they can to build your brand, then you better make sure they’re equipped with the knowledge, skills, and resources to do so. This makes sense, but according to my employee brand engagement assessment research, most business leaders approach employee brand engagement with little more wishful thinking. […]
Most people readily agree that self-help works for individuals, but does self-help work for business teams? Consultants Al Cini and Mark Iorio say yes — emphatically. They are the founders of the Brand and Culture Alignment Toolkit (BCAT) and they’ve successfully taken more than 1500 participants in groups of all kinds and sizes through a […]
Early results from the Brand-Culture Fusion Assessment show that the workplace culture at many organizations isn’t aligned with their desired brand identities. In other words, many companies aspire to be perceived a certain way, but the way they operate doesn’t support that aspiration. […]
In my new book FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies, I explain that brand-culture fusion — the full integration and alignment of external brand identity and internal organizational culture — explains the success of the world’s greatest companies including the ones we’ve admired for years such as Southwest Airlines and […]
Are you building your brand the way great brands do? Today I’m introducing a series of 10 one-minute videos, each covering a question that you can use to assess whether or not you are getting the full value out of your brand. Below is the first question, which is about the gap between your brand […]
A couple of weeks ago I started a blog post series on how to scale-up your brand. Today I’m going to discuss five critical dimensions of brand power. These dimensions indicate the strength of your brand to establish and maintain competitive advantage, command a price premium, and win customers’ loyalty. They provide a simple way […]
Breaking up may be the hardest thing to do in relationships,* but scaling up may be the hardest thing to do in business. Something like nine out of 10 start-ups fail. If you want to be among the few that survive and thrive, your brand can serve as a compass and guide as you navigate […]
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. […]