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...
TECHNIQUE: Crafting customer stories

TECHNIQUE: Crafting customer stories

Write a story about one of your customers buying and using your product. Make it as detailed as possible. Describe every step of the process, including all the sights, sounds, smells. What are they thinking throughout the story? How do they feel? What do they like and...
Branding is a flashlight

Branding is a flashlight

Branding is a flashlight on your company. It can shine all that is good. But it also exposes all that is bad. It can guide a company through the darkness. It can find things that are hidden. It can serve as a beacon, guiding everyone in your organization towards your...