Category: News

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…




4 Factors In Making Brand Architecture Decisions

The brand architecture spectrum has been well documented and has proven to be a powerful way to describe and map the brand architecture universe. Do a Google image search of brand architecture spectrum and you will find many variations on a theme (like this one). These renditions show the progression of brand architecture options from…




6 Ways To Link Brand, Reputation And Products

Marketers talk a lot about the increasing personalization that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest…




Growing A Brand Beyond Its Defining Characteristic

Twitter was built on 140 characters. Even though the limitation was serendipitous, it remains a defining characteristic of the brand in the minds of many. Concise thinking, hash-tagged to provide simple, global connection – there’s the Twitter value equation in a little under half the consigned quota. But the question Carl Miller asks is a…




Why a digital strategy is a customer strategy

It is critical that you design your digital strategy around your customer While customer experience is a key business driver for any company, few have yet to understand that, in the digital age, when customers can instantly access swathes of information about a company and its competitors, it has become fundamental to obtaining a real,…




8 Steps Brands Can Take To Change The World

There’s crises and dangers everywhere we look. From ISIS to mass shootings, pandemics to weather events, Greek debt to commodity slumps, the actions and repercussions stream onto our devices in a seemingly endless scroll. In that sense the world we live in has changed little from when I was a child. We may consume the…




The Customer Is King: 5 Inspirational Quotes from Customer-Centric Leaders

Author: Yoav Vilner In this fast-paced digital age, reaching out to the desires and needs of consumers is more important than ever, particularly when your business is online and easily accessible. In today’s business landscape, competitors are only a few clicks away. And just around the corner is social media, which provides an uncensored soapbox…