Monthly archives: October, 2015

29 Common Problems In Brand Equity Measurement

Brand equity measurement leads to highly valuable insights into what the brand and competing brands own in the minds of its target customers. For those marketers in the process of measuring brand equity, I have cataloged the 29 most common mistakes to avoid: Not specifying up front the purpose of the brand equity study, how…




Brand Storytelling And The Art Of Making Myths

Myths are by nature clichés; that’s what makes them work. They’re easy, we get them instantly and their message shoots straight to our heart – whether we want it to or not. That’s how they capture us and how they can guide us. Besides, iconic always beats ironic, at least, when it comes to building…




Stop Creating Meaningless Brand Values

Alphabet, Google’s self-created holding company on Friday, has decided not to adopt the “Don’t Be Evil” clause in its code of conduct. It’s settling instead on the less distinctive and vague instruction for employees to “do the right thing” effectively choosing not to go down this path as a way of differentiating itself. Google itself…




What Brands Can And Cannot Do

Some searching questions recently from executives who seem to pride themselves on being brand skeptics prompted me to review the parameters of what brands can do, what they can’t and why I still believe that branding is a vital business activity. Let’s start with what brands can do well. A strong brand can help you…