Brands continue to grow in value, according to the analyses in Millward Brown‘s most recent BrandZ Top 100 Most Valuable Global Brands report. Although I maintain my previously-expressed concerns with all brand valuation methodology — whether it is Interbrand’s Best Global Brands, BrandFinance Global 500, or Millward Brown’s BrandZ — the dollar values they report are […]
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 […]
From What Great Brands Do: To be great, you need to say no. I thought of this insight when I read a recent Businessweek article by Lindsay Rupp, “J. Crew CEO Drexler Says Retailer Will Sit Out Athletic Trend.” J. Crew Group Inc. Chief Executive Officer Mickey Drexler is quoted as explaining the decision, “Where we thought […]
From What Great Brands Do: Emotional brand-building requires you to develop a personal dialogue with your customers on the issues that are most meaningful to them. Remember, when connecting with customers, it’s WIFM — what’s in it for me (the customer)?! other #WGBD quotes: you have nothing worth communicating what business are we really in? […]
From What Great Brands Do: Unless and until your culture is expressed clearly through your customer experience, you have nothing worth communicating. In light of recent high-profile brand logo changes — Southwest Airlines, Hershey, and WWE — it seems a good reminder that great brands build their brands by cultivating a strong brand-led culture inside their organizations — […]
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 […]
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). […]
Pro football season is in full swing now, and as I watch the drama unfold every week on the field, I am once again reminded of how many business insights can be gleaned from the gridiron. […]
Welcome to the last two videos in the series, “How to Build a Breakthrough Brand” – these 10 short sessions provide the tools and instruction you need to build a brand that breaks through the clutter and competition and helps build valuable relationships with your customers. […]
My content this past month has sparked quite a few reactions and conversations. Here’s a roundup of the most popular pieces: how to build a breakthrough brand – The launch of a FREE 10-session series on the steps in the brand development process – each video is less than 4 minutes and comes with a downloadable […]