“How to Clarify Your Brand Essence” and “How to Position Your Brand” are the newest videos in the “How to Build a Breakthrough Brand” series. […]
brand building
Welcome to the new video series, “How to Build a Breakthrough Brand.” These 10 short sessions – each comprised of a 3-4 minute video and downloadable worksheet — are designed to introduce you to the fundamentals of brand-building. […]
Today is the kick-off of my new video series, “How to Build a Breakthrough Brand.” In 10 sessions, you’ll learn the fundamentals of brand-building — from assessing your current brand performance to developing a new brand platform to engaging your stakeholders in delivering your brand. […]
08.16.12
Mike Fox on Marketing at Facebook
What are some of the latest developments in Facebook marketing? How is Facebook changing the nature of brand-building? These are some of the questions I cover in today’s interview with Facebook’s head of Global Vertical Marketing, Mike Fox. Mike’s group is charged with developing category-level marketing strategies for Facebook’s clients, so he is able to share […]
Jim Stengel’s book Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies presents brand-building through the lens of ideals. This is very much in line with the benefits of the brand-as-business(tm) management approach – that is, how to use your brand platform as a management tool to fuel, align, and guide every […]
06.14.12
Don Fox on Firing Up Firehouse Subs
Fast-casual restaurant chain Firehouse Subs is…on fire! Founded by firemen, the 450+ unit chain had a record-breaking 2011 with increases in same-store sales, AUVs, restaurants opened, and donations made through its Firehouse Subs Public Safety Foundation. In today’s interview, CEO Don Fox joins me to share some of the secrets behind the brand’s success. It […]
03.30.12
March Brand-As-Business Buffet
Between spring break, March Madness, and primary season, there’s been a lot going on outside the brand world this month. But there’s also been a flurry of new brand-building content going around. Here’s a handy recap of what I contributed to the conversation: brand-building: Steve Jobs on Brand-Building — a slide show of what Walter Isaacson’s […]
03.06.12
steve jobs on brand-building
On the eve of a special Apple event, it seems the allure of the Apple brand is as strong as ever. “We have something you really have to see. And touch,” declares the invitation to the March 7th media event. Quite a buzz has been building up! I don’t know if tomorrow’s announcement will impress […]
02.14.12
brand elephant
brand-as-business bit: In my inaugural piece as a regular contributor on OPEN Forum, I talk about how attempts to define a brand make me think of the elephant parable. You know the one in which different blind men describe an elephant based on what different body parts feel like. I referenced a few brand definitions […]
01.31.12
january brand-as-business buffet
Hi folks! Trying a new feature this year — a monthly round-up of my published content. It’s a mental buffet of ideas that may seem schizophrenic at times (I do work on fast food restaurants as well as fitness brands, after all!), but it’s all in the service of helping companies understand and apply the […]