Sometimes you need to stick your neck out there and be bold, clear and direct. Your customers will take notice…and so will your competition. […]
Make Your Brand Bold, Clear, and Direct
Tag: Brand Development
4 Steps on Your Journey to an Enlightened Brand
Customers, partners, and prospects come in contact with your brand on daily basis in dozens of different ways. These areas of contact are called ‘brand touchpoints’ and should be managed as aggressively as you would manage any other marketing tactic – this is the process of brand development. Because there are literally dozens, and sometimes […]
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Is the Los Angeles Lakers brand dead?
A truly extraordinary brand begins to decline into mediocrity once a mindset of ‘good enough’ is accepted in its company culture. Truly exceptional brands never stop getting better and continually look for ways to improve. ‘Good enough’ is just another way of saying, ‘I am content with meeting expectations.’ Typically, meeting expectations makes great business […]
How Internal Brand Development Helps Your Business
Aside from advertising, employees are the first contact customers have with your brand. Making sure employees deliver a consistent brand experience goes beyond well-documented processes and checklists. Consistent brand delivery is a product of an intentional internal brand development process which helps employees to hear the brand, see the brand and ultimately live the […]
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Building (and Delivering) a Memorable Brand. It’s Not Just for the Big Boys.
No doubt you’ve heard the famous stories of “over the top” customer service a select few brands are famous for. Ritz-Carlton allows up to $2000 in discretionary spending by any employee to make a guest’s concern better. Zappos employees are empowered to assist customers, no matter what, even if they buy from another company. Nordstrom. […]
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Lead, Follow, or Get Out of the Way!
Great brands continue to thrive for years after their introductions. Others don’t. The great ones control categories and set examples for others to try and mimic. Brands like McDonald’s, Ralph Lauren and Apple are emblematic of great brands. Why do these enduring brands continue to exist? I believe it is in their brand leadership. There are […]
Exercise Good Judgement, Then Stretch!
The desire to stretch a brand outside of core offerings seems to be a temptation that big companies struggle with at one point or another. Instead of capitalizing on what the business does best by innovating the core product and delivery, they try to use a high level of name recognition and brand equity in […]
Got Good Customer Service? Me Too.
Adology recently posted a blog entry entitled Marketers Promote Customer Service as a Competitive Edge. In it, an Empathica study suggested companies should begin promoting exceptional customer service as a way to separate themselves from their competition in the marketplace. Indeed, customer service is an important component of the entire brand experience. But should we […]
Define your Brand Advocate
Have you ever sat down and defined your brand advocate? Not just a broad description of your brand’s target audience, but a rich definition of the perfect individual that reflects your brand? Many clients we work with find this very unnatural: they are absorbed in age bands, income ranges, and socioeconomics tags. If you feel […]
Why is Branding so Important?
In today's world of advertising, business owners should be focused on the most effective method for creating brand 'awareness' without breaking the bank. The resounding answer seems to lie in establishing a powerful and consistent brand image. So why is brand development so important, and why now? And how exactly is more expenditure on the […]