TECHNIQUE: Brand Aspiration

TECHNIQUE: Brand Aspiration

This exercise helps you to explore new ways to describe your brand by relating it to other famous brands. Tell the group: Let’s start by thinking about some brands that you aspire to. Show them a list of the top 100 brands: Here are the world’s top 100 brands. What if...
EXERCISE: Turning negatives to positives

EXERCISE: Turning negatives to positives

If you’re a small business that has any kind of public awareness, you’re bound to get at least some negative reviews. No company is perfect. Even Four Seasons, French Laundry and Nordstrom don’t have perfect scores. First of all, as any social media marketer will tell...
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...