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What is Brand Essence?  At the core of your brand strategy is your Brand Essence — your Brand Essence is what you stand for.  Brand Essence is often thought of as your brand DNA, the essential value of your brand, or the ultimate role your brand plays in the world.  It’s a critical element of […]

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There was a lot to celebrate at Southwest Airlines’ annual shareholders’ meeting last week.  The company was riding high after reporting net income in Q1 2014 doubled to $152 million and passenger revenue per available seat mile, a key performance metric for the airline industry, rose 3.5%. . […]

fast-food

Attention:  fast food marketers – you’re wasting half of your advertising! But I’m not talking about the waste that John Wanamaker was referring to in his famous quip about not knowing which half of his advertising was being wasted.  I’m talking about the average of 48% of people who say there’s a big difference between […]

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I’m working with a client to develop a new brand platform and thought I’d share one of the tools I used in my engagement – Brand Obituaries. […]

Campbell's brand platform

Later today I will be presenting the new strategic brand platform to the Board of Directors for an organization I’ve been working with.  I thought I’d take this opportunity to share my approach to brand strategy. […]

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While you are reading this, I’m attending the Consumer Electronics Show.  I’ll be meeting with clients and prospects, attending educational sessions, and walking the show floor — the last activity is one that I always find both exciting and frustrating.  Exciting because there always so many new and cool gadgets and technologies to check out; […]

2009

As 2009 draws to a close, I thought I’d take a quick look back at significant developments of the past year.  And what a year it’s been, hasn’t it?! Last January, I don’t think any of us could have predicted how bad things would get (the economic downtown, collapse of the automotive industry, Adam Lambert’s […]