While this is a perhaps too-basic question, and one that is clearly a set-up, there is one area of branding that is too often overlooked: human nature. On a recent cross-country road trip, I had the opportunity to stop in many small towns. And as I did, I felt I [More]
Would you rather be a reporter, or a columnist? Reporters have a great combination of investigative skills, communication skills, moxy, and pluck. Columnists are made from the same raw material, but they get paid far more. Why? Readers care more about what a particular person is saying than what a generic person [More]
Have you wondered why an organization's rebrand doesn't seem particularly right? That maybe they missed something along the way? A bad rebrand can mean that at best, that the expected benefits aren't delivered, and at worst, the brand is ridiculed in the market. There are no shortage of these flubs - [More]
At what point might it make sense to rebrand? Not a question to be taken lightly, but it has been asked - or considered - by just about every CEO and every marketer at one point or another. In the spirit of putting some objective criteria behind any decision to change, [More]
Have you ever purchased a new house, only to later discover that the contractor cut some corners? And that buck or two savings for the contractor now translates into thousands of dollars of extra cost for you? Unfortunately, many branding agencies and design houses have taken a page from the building [More]
How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media. Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]
What determines the confidence in your brand? Yes, the visual identity and what people see. And yes, the experience and interaction people have, both online and in the real world. And yes, the social media (and traditional media) buzz - both positive and negative. But there is another factor, hidden [More]
Have you ever been in a situation where your personal reputation has been called into question online? Or your organization's brand is under attack from a special interest group, and it is emerging somewhat battered? Not good. Of course, the best way to build a great reputation is to do [More]
Beyond ads, media mentions, and the web, is there another mechanism to build your organization's brand? One that might cost significantly less, yet yield powerful positioning advantages? Brand Transfer is the "borrowing" of another organization's brand to better convey - or even amplify - your own. Consider the following examples: How differently [More]
How much does your organization spend on your brand? Usually, this question yields answers in the following spending categories: research, logo design, collateral production, messaging, and ads. And maybe content, Social Media, and a few other things. While all of these are important, this list is missing the two fundamental delivery mechanisms [More]
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