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 […]
Archive | Branding
How Personal CEO Brands Accelerate Corporate Growth and Influence Consumers
What’s the first thing that comes to mind when you hear the names Bill Gates, Oprah Winfrey, Donald Trump and Richard Branson? I’m guessing you’ll say they are all rich, famous or perhaps even industry icons. While it’s true that they all enjoy wealth, fame and success, the most important element they have in common, […]
Slouching Toward Brand Accountability
Many departments within a corporation will argue the need for accountability in marketing, but none steps forward to take ownership of how to account for brand equity.
It’s Time to Put “Brand” On the Balance Sheet
The idea of putting the corporate brand on the balance sheet is an audacious proposition. One that can revolutionize marketing, change the role of everyone responsible for the health of brands, and make the US more competitive in the world.
A Brief History of Brand Crises, Can BP Survive as a Brand?
A brand crisis can take many forms, which can linger differing lengths of time depending on the survivability of the brand. Every corporate brand crisis is unique; each has a starting point when the CEO becomes responsible for the survival of the company.
Innovation, but What Kind of Innovation?
Innovation is generally a good thing. Without it, new products and services would not be possible. Innovation has pushed design to higher levels and resulted in making life better, more convenient, safer. It continually adds value to branded products.
Cutting Packaging Down to Size
How about this for a paradox: cutting packaging down to size will only increase its importance in promoting the brand. The old adage: “Less is More” is true, after all.
Designing Sticky Packaging at Retail
Let’s cast a critical eye over our brands and packaging and ask ourselves a fundamental question: what we can do to make and keep them sticky with our targeted consumer?
The 8 Biggest Branding Mistakes Organizations Make
I’ve kept track of the 8 biggest branding mistakes business make. I share them here so you can do the opposite of these errors and develop a Purposeful, Original and Profitable brand that gets you noticed . . . for all the right reasons.
Establishing Meaningful Packaging Communications: Across Multiple Retail Channels and Over the White Noise
It is incumbent on all of us to remember that packaging is our last and most formidable communication to the customer as they stand in front of the retail shelf – it had better be our most meaningful and our best.