Branding
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May 2, 2012
One of the challenges associated with operating a consulting firm in a mid-sized market is that people start to learn your schtick. And occasionally, when we're out on the town, someone will walk up to us and ask, with a grin, "Do I really need a brand management strategy?" So, to simplify the answer as much as possible, we've put together a little decision tree, which we encourage you to download and keep handy.
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May 2, 2012
One of the challenges associated with operating a consulting firm in a mid-sized market is that people start to learn your schtick. And occasionally, when we're out on the town, someone will walk up to us and ask, with a grin, "Do I really need a brand management strategy?" So, to simplify the answer as much as possible, we've put together a little decision tree, which we encourage you to download and keep handy.
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March 6, 2012
Brand loyalty isn’t lost. It’s hiding. What’s more, it’s being smothered under layers of bad service, false promises, and corporate arrogance. If you’re serious about rediscovering brand loyalty...
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February 28, 2012
Why is it that words like “imply” and “infer” often carry a negative connotation? Have we become sensitized to our vulnerability to being misled? And why do marketers take advantage of our natural tendency to infer? Maybe it's because we train them with our buying patterns...
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February 7, 2012
When was the last time you actually walked in to your bank branch? Something has changed. And it feels a little creepy...
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January 17, 2012
In the movie Field of Dreams, Iowan farmer Ray Kinsella (played by Kevin Costner) builds a baseball field on a whispered promise, “If you build it, they will come.” Many entrepreneurs believe brand and revenue work the same way. But building an enduring brand is a complex journey along a multi-phased continuum...
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December 27, 2011
Sixty years ago, my father had an insurance agent named Jack Josephson. Jack was the embodiment of customer service. He answered his own phone, spoke in simple terms, told the truth, and would drop anything he was doing to respond to a client with a claim. Jack was a good guy in an age of good guys – but since good guys were everywhere in the ‘50s, he went pretty much unnoticed...
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December 13, 2011
Let’s call it the “you-had-to-be-there” factor. It should be the difference between attending a live presentation and simply being handed a document to read. But unfortunately, for just about every business presentation, there is no difference. And that’s a problem...