“Emotion is the bridge to take to cross the chasm from the early market to the mainstream market.” That was one of the points from my address at a Women in Technology International luncheon last week.  The topic of my talk was “Crossing the Digital Health & Fitness Chasm.” I outlined practices that enable technology […]

Change is good.  It’s more than good – it’s necessary for growth.  Companies need to evolve their offerings in order to keep things fresh and their customers interested. But what happens when a company changes its business model in a way that strips away a valuable element of its brand equity?  Is it able to […]

04.13.12

Hip Help

brand-as-business bit:  While perusing the aisles at Target awhile back, I stumbled across these really great packages of healthcare products and fell in love: I was so pleased to read the story behind such an ingenious brand in Businessweek.   (Be sure to check out the sidebar on the playbook of gimmicks used in most […]

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 […]

brand-as-business bit:   OPEN Forum just published my latest column, 5Lessons from NBC’s ‘The Voice’ on How to Differentiate Your Brand. In addition to providing insights on differentiation, the blind auditions on ‘The Voice’ conveyed some other important marketing lessons: start strong – A single strong starting note was sometimes enough to make an impression on the […]

(Here’s the latest in a series of “Brand Experience Briefs” — reports with insights and analysis of new and interesting restaurant and retail concepts.) The Habit is one of the many “better burger” chains generating a lot of buzz these days. Although its charburgers do taste good, the company needs to work harder to differentiate the brand […]

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 […]

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 […]