Stop me if this sounds familiar. When your company last created or evolved its brand, a few things happened. First, a team of key people in the business gathered into a room. They discussed at length (possibly with an agency present) what the vision of the brand was—painting a picture of what the world would […]
You may have heard that we’ve entered the “Voice-First Era.” Not only are media outlets everywhere reporting on the proliferation of voice-first devices, but you’re likely also seeing the increasing use of voice play out in your everyday life, too. Like when your child asks Alexa a question, or when Siri pipes up to offer […]
A government criticized for failing to convey the magnitude of the threat. A populace underestimating its personal risk. Tens of thousands dead. No, I’m not referring to the COVID-19 pandemic. I’m thinking back to the 2011 tsunami in Japan—a catastrophic event so powerful it could be “heard” from space, moved Japan’s main island by eight […]
On average, organizations rebrand once every 7–10 years. Rebranding presents a unique opportunity to shed an undesirable reputation, tap into new markets, or even redefine how your customers and your employees connect with your company. If you’re rebranding, or even establishing your brand for the first time, you should take some time to perfect your mission statement, […]
An ingredient brand is a brand presented as a component, feature, or element of another brand or branded offering.
We live in an age of scattered attention and digital overwhelm. Every day, consumers are inundated with hundreds of advertisements across social platforms, TV, radio, or in their inboxes. It’s becoming harder and harder for brands to stand out from the noise and grab attention. Meeting customers’ needs is no longer enough to get you […]
We live in a world full of competition for people’s attention. Let me assure you: no one pays as much attention to you as you do to yourself. I’ve written before about operating in a flow-based work style and how it lets me make progress on a diverse set of initiatives every day. It also […]
Brand pillars are important strengths or aspects of a brand that support or add dimension to the brand’s core idea(s).
Brand value is a brand’s financial worth.
Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
Taking a look at the analytics and stats for 2019, I’ve compiled some lists of “top content”—i.e., most viewed or listened to—from 2019. In other words, this list excludes any blog posts or podcast episodes from 2018, even if they received more clicks or plays than their 2019 counterparts. Using raw page views and downloads […]
There’s a common misconception about building a brand: that brands are outward-facing masks companies wear to sell more stuff. If you want to market yourself as environmentally friendly, for example, all you have to do is slap a green label on your products and add some copy about using recyclable materials, right? Okay, but what […]