brand-as-business bit: I just taught “Why Small Businesses Need Brands and How to Build Them,” a session in Marketing Profs University course on Marketing Your Small Business. I talked about how brands don’t only create value for large companies — they’re also important to small businesses. A couple of reasons: Small businesses need to build relationships […]
brand-as-business bit: Next week I’m teaching a webinar, Why Small Business Needs Brands and How to Build Them, as part of a Marketing Profs University course on Marketing Your Small Business. Here’s a sneak preview: One of the topics I will cover is how to differentiate — and among the approaches I will discuss is […]
In a recent post, I described a meeting I led for one of my clients that needed to engage its senior leadership with its brand. And I mentioned that I had started the meeting with a cheeky “What Can Brands Learn from Lady Gaga?” video. Although I can’t show the video here, I did want […]
“Differentiation is really the best way for all businesses to address consumers’ new value mindset.” That is the key point of the article the folks at Franchise Update Media Group asked me to write. Decrease Your Deal-Dependency with Differentiation is part of their latest newsletter (subscribe here). I’ve heard from so many business leaders who […]
I read with great interest an article in SmartBusiness about Red Mango and the yummy yogurt chain’s founder, president, and CEO of Red Mango, Dan Kim. I’m fascinated by the frozen yogurt chains that have emerged on the cultural landscape in last 5 years. Pinkberry has probably gotten the most coverage in the press, with […]
Is it possible to build your brand without spending a bundle? You bet. So says an article of mine which the American Management Association published this month […]
A few weeks ago, in response to some inquiries by colleagues and friends, I wrote about personal branding. As a reminder, I suggested […]
Personal branding seems to have re-emerged as a hot topic. The concept introduced by Tom Peters over 10 years ago is now back on everyone’s radar screens […]
Last week’s Ad Age featured a column by brand luminary Al Ries that I just can’t let go without comment. Ries’s main thesis is that brands must remain narrowly focused […]