From What Great Brands Do: Asking “What business are we really in?” drives the development of innovations that break boundaries while maintaining critical emotional ties to consumers. For example, the folks at Uber bill the company as a “transportation network” and they talk about evolving the way people move. The company mission: Transportation as reliable […]
– the book: Aaker on Branding: 20 Principles That Drive Success – the brain: One of the definitive voices on branding, David Aaker. Dave has published more than 100 articles and 15 books on branding, brand strategy, and brand management, including Managing Brand Equity and Building Strong Brands, two texts that have served as my […]
The MIT Enterprise Forum is a great program for gleaning business insights from real, live case studies. Every month a CEO of a local, up and coming, high tech company presents an executive overview of his/her business and introduces two current challenges they’re facing. Then an expert panel of advisors gives their advice and feedback […]
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 […]