Why do some products gain mass appeal, acquire a dedicated following, and draw customers to wait in line for the latest version, while other product launches flop? The successful offerings have a joyful essence that energizes customers.
We all too often hear senior executives of organisations say that their biggest asset is their people and yet when one gets to talk to employees they really don’t have the same level of importance to the business.
It is essential that businesses and brands figure out how to understand their customer. Meeting their expectations can be the difference between success and failure. Here’s why.
When it comes to a global organization, the basic principle to master the matrix–with few exceptions–must be that brand leadership is global while brand management is local.
Monster HR just became the sole owner of master root of ‘dot monster’ top level domain name. What does this mean in the global naming space?
When you approach your subject with curiosity, a sense of humility, and a sincere desire to help, fans, friends and followers will find you. Stay focused on the needs of your audience, be committed to an on-going dialogue, and you will be rewarded both psychically and professionally.
There are CEOs who are immersed in blogging. They love it! Blogs are tools they use to reach their markets and extend their brands. Today you can start a conversation, show thought leadership, and stand out quickly with a good strategy and rich content in a forum that you control.
What do Tiger Woods, Martha Stewart and Tony Hayward all have in common? Each of their brands were marred by brand disasters—missteps that mushroomed into reputational nightmares. One handled the crisis well; the others paid a steep price for doing things wrong.
It is pretty clear that as much fun as the Aflac Duck is to watch, it is doing some pretty significant business.
The Fortune Brands’ story is one that I know well. Without a corporate brand focus, the logic and cohesion of a holding company loses resonance, eventually leading to underperformance of its stock and increasing pressure to break up the company. Corporate brand campaigns are essential for holding companies. They should be protected and funded at […]