Apple has clearly been a worldwide leader in innovation. Their brand’s mission statement is “we’re on the face of the earth to make great products,” and they certainly have proven…
Read MoreBrand Trust
How Millennials are driving the Bernie Sanders brand
The surge behind the exploding Bernie phenomenon is fascinating for many reasons. It is certainly an indication of how divergent our society and politics have become, and this could even…
Read MoreThe big challenge for big brands today: authenticity
Before the internet, marketers had relatively free reign for making questionable competitive claims, creating a brand image of superiority, and hence demanding a premium price. But the internet has changed…
Read MoreDigital casualties: a new trust awakens
Last month, we discussed how privacy became a casualty of the digital revolution: like immunization, we depend on others to protect our personal privacy, and that dependency is making us…
Read MorePreserving the “Face of the Brand”: Burt’s Bees and Ben & Jerry’s
The beauty of many entrepreneurial start-ups these days is that their brands can be so refreshingly eccentric and charming. Often, they succeed by creating new space in mature categories that…
Read MoreBranding the “Circular Economy” for Millennials
Last week, a friend and former client, Leszek Adamczyk, President of an innovative environmental software firm in Poland (Atmoterm), sent me an enlightening article on how younger people in Europe…
Read MoreUncover the why in branding
What truly makes a great brand great? What makes a company, product or service memorable or “sticky?” Great brands resonate with people. They communicate, either in an implicit or explicit…
Read MoreWhy Millennials are resistant to advertising and politics
Much has been written about Millennials, the first “digital generation” (18-35), and their growing influence on business and society. These 86 million younger people are now the most important generation…
Read MoreDoes advertising or engagement build stronger brand equity among Millennials?
The concept of brand equity (i.e. the perceived value a brand) firmly arrived in the 1980’s when consumer goods’ companies reacted to a surge of cutthroat discounting with a new…
Read MoreContent meets the B2B buying process (part 2 of 2)
5 Proven Principals of Content Development and Marketing (continued) In part 1, two principals of content development and marketing were detailed. Alignment to the Buying Stage and Buyer’s Needs Creditability…
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