My Patagonia catalog arrived in the mail today and I was reminded once again of all the things the Patagonia brand does that don’t seem to make sense — but they do. The catalog’s inside cover spread, […]
operationalize
The series on brand value creation continues today with a look at how brands create value for companies in their Internal Business Processes. Although a brand’s ability to create value from the Financial and Customer perspectives is probably the most important, its impact on Internal Business Processes is the most fundamental. […]
04.20.09
gaining the competitive edge
Next week I’m speaking at The Marketing Forum, a national conference for Chief Marketing Officers and brand managers. My talk is on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets.” […]
11.17.08
fitness clubs need to shape up
Like so many others, the fitness club industry is suffering these days. The Denver Post recaps some of the difficulties chains like Life Time Fitness and the YMCA are facing. […]
11.14.08
fan of joe’s
Last week, Whole Foods announced its dismal 4th quarter results — net income for the quarter fell 96% to $1.5M and comparable store sales (the key metric for retail business health) […]
10.29.08
missing the brand boat
A colleague of mine alerted me to an article reviewing a talk given by Cheryl Heller, the founder and CEO of Heller Communication Design, at Pop!Tech the technology and design conference […]
I guess you could say I’ve taken up somewhat of a crusade against thinking or talking about brands as only symbols and words. The latest offender is Patt Cottingham, a self-described “ […]
09.18.08
express vs. operationalize
Next week I’m speaking at the Digital Symposium at the Westin New York on “Using Internet Technologies to Operationalize Your Brand.” The basis of my talk […]