The epitome of branding is naturalness

The epitome of branding is naturalness

It’s not about launching a new branding campaign. It’s not about your sub brands and umbrella brands and endorsement brands and corporate brands, or your entire brand architecture. You don’t need to refresh your logo again. You don’t need to develop a complicated...
Brands are made in the space between the ads

Brands are made in the space between the ads

Music is the space between the notes. —Claude Debussy As marketers, we are naturally inclined to believe that it’s all the wonderful strategies, executions and promotions we do that shapes the brand and the perception consumers have towards our product. People see our...
IDEA: No-marketing branding

IDEA: No-marketing branding

Try this for one month. Don’t do any advertising. Don’t print any new collateral. Don’t send out any press releases. Don’t do any traditional forms of marketing. Instead take all the money you would have spent on those things and for the next month focus on activities...
EXERCISE: The 5 Whys of Branding

EXERCISE: The 5 Whys of Branding

The “5 Whys” technique is a process for discovering the root cause of a problem. It was developed by Sakichi Toyoda for Toyota Motor Corporation to create what was for a long time the epitome of quality in the auto industry. The basic idea is that you state the...
Brand Leaders or Managers

Brand Leaders or Managers

Managers focus on stability, the status quo. Ensuring that everything continues to go smoothly based on carefully laid out plans. Leaders strive to change things for the better. Managers are centered on the here and now. Leaders are constantly looking towards to...
Brand account and currency

Brand account and currency

Imagine that your brand is a bank account. You contribute to your account when you do things that reinforce your distinctiveness and value to your customer. This may be consistently posting interesting content through social media. It could maintaining a blog that...