Brand is in the eye of the beholder. It doesn’t matter what you think. It only matters what your customers – and potential customers – think.
If you don’t talk to your customers regularly, you may not know what your brand really represents. If you’re not policing your brand regularly, you may not know how different clusters of customers see your brand differently. If you don’t know your points of parity from your points of differentiation, you’re going to stress the wrong things to the wrong audiences at the wrong time.
We can help – by answering questions like these:
- Assessment – what do your customers really think?
- Message – what is your core message?
- Consistency – how can you succinctly and consistently communicate your core message?
- Channels – how do you incorporate multiple channels – including social media – in your brand building programs?
Blog posts on Brand:
- Chief Stereotyping Officer
- Neurobranding – 1
- Revitalizing A Brand: Red Lobster
- Baseball, Big Data, and Brand Loyalty
- Happiness, Brand, and Innovation
- The Curse of Knowledge
- Social Media Gets Creepy
- Brand Is In The Eye Of The Beholder
- Creativity Templates – 2
- Branding — So Easy It’s Hard
- Personal Branding In The Social Media Age
- Does Poverty Cause Poverty?
- Branding: Search, Experience, and Credence
- Branding Versus Marketing
- News Is No Longer Newsworthy
- Local, Personal, Social, and Always On
- Dealing With a Swarm of Bees
- Self-Aware Marketing Engines
- What Do The French Know About Advertising?
- Which Way to the Future? International Branding.
- The Carat Contest. Who Wins?
- Improve Your Vision (Statement)
- Branding and Archetypes
- Make a Brand Promise or Keep a Brand Promise?
- Branding: The Value of Face Time
- Branding: How to Name a Sports Car
- Brand Names – Defense
- Brand Names: Offense
- Metaphors: What Companies Really Believe
- Branding: Free The GM Five!
- The Ice Cream Theory of Communication
- Branding: Why Buy Eyeballs That Won’t Buy?
- Branding: B2C versus B2B
- Redefining the Elevator Pitch
- Information Science: Less Is More
- Branding: Why Do They Buy?
- Does Money Matter? (Part 1)
- How to Be a Team Player While Saying “No”
- 90 Days of Anger
- Does your e-mail address say you’re a psychopath?
- Culture Eats Strategy for Breakfast
- Strategy versus Operational Effectiveness
- Breathing and Profits
- How much is a brand worth?
- Building Brands Consistently
- KISS Your Brand
- Branding – The Emotional Appeal
- Branding – Benefit, Authority, and Memory
- Priming Your Audience
- Change the Channel
- Wrong Message
- Seduction
- Humor in business documents is like a quark: very hard to produce.
- Telling a lame joke makes you look lame
- When will B2B companies use social media?
- Debates, Battles, and Ann Romney
- Building Brands by Building Trust
- Why is Warren Buffet’s Hair Messed Up?
