In an era where meaningful differentiation is hard to come by, it’s all about the power of the brand, what it stands for and the relevant stories that can be told around it.
Differentiation sure is difficult these days. Especially challenging is differentiation that’s so strikingly relevant, unique and compelling that consumers will pay more for it.
When I tell my friends that I’m working on a large-scale branding program for a municipal electric utility, I’m always met with the same slightly surprised question, “Why would a utility ever need to worry about their brand? It’s not like you get to choose your electric company, right?” Think again.
During Earth Month, companies across all industries proudly announce marketing campaigns tied to Earth Day and Arbor Day. All too often, these initiatives stretch an organization’s brand promise beyond customer credulity. The truly great companies, however, don’t need to jump on the Earth Day bandwagon about their “green” credentials, because they live sustainability every day.
Marketers have much to learn from the protests in the Middle East, none more important than how a determined group of people can connect with each other and effect real change.
Recent events in the Middle East have demonstrated the power of mass movements and the emergence of new media tools in the digital age. Now more than ever, social media platforms such as Twitter, Facebook, YouTube, and Flickr can bring people together with astounding consequences.
Brands across the globe have significant opportunity to bake more simplicity into their customer experience.
The acronym KISS was first coined by Kelly Johnson, one of the most prolific aircraft design engineers in the history of aviation. Most people correctly translate this phrase as “Keep it simple, stupid” and assume it pertains to communications. For Johnson, however, it was a pointed reminder that people want products and services that are easy to learn and use. Focusing on this groundbreaking principle led to the development of the U-2 and SR-71 spy planes, among many other world-renowned aircraft.
As brands seek new ways to express themselves and create relationships with customers, touch screens will surely be part of the picture.
The touch screen experience is the most intimate of all personal computer interfaces. There’s nothing quite like it.
Creative and strategic branding developments that will have an impact on the industry during the coming year.
The time-honored tradition of starting the new year with bold and brash forecasts is a complicated endeavor. Just when you finish extrapolating from the immediate past, a curveball from an unexpected direction knocks you to the deck.
Many organizations confuse Purpose with Corporate Social Responsibility, but the two really aren’t one and the same.
Management gurus are always searching for the next big idea in employee motivation, the latest business imperative that declares in no uncertain terms how and why employees are committed to what they do, engaged in their work and, ultimately, more productive.
It’s interesting to analyze the soft launch of Starbucks against the clumsy logo spill of Gap
Last week Starbucks introduced a significant logo change, dropping the word “coffee” and, even more dramatically, the company name from its mark. Needless to say, it’s a bold gambit to join the pantheon of iconic brands that have faith we know who they are and what they represent.
It was nice to see this article from The New York Times on the antivirus software company Webroots, which is trying to compete by sympathizing with its customers’ frustration with complexity. I expect a strong ROI on its just-released ad campaign that pokes fun at the gobbledygook that permeates technology advertising.