Putin Breaks the “New Russia” Brand Promise
THE ECONOMY IS MIGHTIER THAN THE SWORD
Military Might vs Economic Influence Today’s interdependent economy trumps nationalism. Military might takes a back seat to economic well-being. The recent land grab by Vladimir Putin is reminiscent of old-school thinking about military solutions without regard for the economic and political consequences. Sure, Crimea was once...
College Courses for Brand Builders
THE RETURN OF THE LIBERAL ARTS
When we talk to students about entrepreneurship, we are often asked, “What courses should I take in college besides entrepreneurship?” Entrepreneurship classes do a great job providing students with the structural and operational tools required to build their business. But ultimately, all businesses are brand building....
To Build Your Brand, Know What Questions to Ask of the Data
THINGS LOOK GREAT IN THE REAR VIEW MIRROR!
With instant access to seemingly endless amounts of data at your fingertips, it’s tempting to think that you can answer any question or solve any problem with the click of a mouse. Questions? Maybe. But solutions may be another thing. Most difficult problem solving requires more...
Condoning Discriminatory Legislation Hurts the Corporate Brand Image
CUSTOMERS ARE MINORITIES
Because corporations must protect their corporate brand image, they had to object to recent Arizona legislation that would have allowed discriminatory practices. The law would have allowed merchants to refuse service to members of the LGBT community based on “the business owner’s deeply held religious beliefs.”...
4 Rules of Consumer Brand Building Success
THE ELEPHANT IN THE ROOM
We often see aspiring brand builders fall so much in love with their concept, logo, label, and catchy phrases, that they forget the elephant in the room - distribution management. We did. When people commented on the success of our brand, they usually thought it was...
National Brands are Built from Strong Regional Brands
WALK BEFORE YOU RUN
There’s something romantic and powerful about the aspiration to own a big national brand. When our clients say they want to build a national brand, we respond with, “You have to walk before you can run.” Building a strong regional brand is hard enough, and this...
CVS Caremark Honors its Brand Promise
“CIGARETTE SMOKING IS DANGEROUS TO YOUR HEALTH” – The US Surgeon General
Being true to your brand promise can be expensive in the short run but profitable in the long run. CVS Caremark, the largest integrated pharmacy company in the United States, has decided to forgo $1.5 billion in annual tobacco sales and an additional $.5 billion in...
Crystal Ball Says: Mobile Payments Are Taking Over in 2014
READY TO JOIN THE FUTURE YET?
Mobile payments are exploding in growth and popularity, and plenty of evidence supports this claim. The NBA's Sacramento Kings, for example, will begin accepting Bitcoin, an exclusively digital currency, as a payment method starting March 1, 2014. A state of the industry report released by Mobile...
Brand Image Can be Tainted by a “Made in China” Label
WHAT'S THE REAL COST
Can having your products made in China hurt your brand image? We often say a brand is only as good as its product and reputation. Over the past decade, producers of branded products from machines to clothing, from toys to tools, and from eyeglasses to iPhones...
Shedding Office Space: Businesses You Can Run Entirely From Your Smartphone
BUSINESS IN A POCKET
According to research from Insights West, 64 percent of British Columbia residents own a smartphone. The survey showed smartphones are a daily part of life for many Canadians. In fact, 62 percent of owners report that they checked their device at least once an hour and...
Successful Brand Building Requires Successful Entrepreneurship
THERE'S A "SHIP" IN ENTREPRENEURSHIP
So much of successful entrepreneurship is brand building that when you finally go to monetize your business, it’s your brand equity that figures so prominently in the value of any acquisition or merger. This is why we focus on entrepreneurship. It is through entrepreneurship that many...
Consumer Brands Live or Die with the New Year Sets
DID YOU MAKE THE CUT?
Consumer brand builders’ angst is over the top every year at this time. As the New Year begins to unfold, so do the corporate retail decisions about what products will remain in their stores and what the new shelf schematic (also known as the “official set”)...
New Year, New Brands
HAVE A POPSICLE!
Every new year we see new brands vying for attention, trying to get traction in the marketplace. Some make it and some don't. We love the success stories of the ones that do because they inspire us with their often unlikely solutions to the barriers of...
Don’t Hurt Your Brand Image with Single-Use Containers
LOOK WHO’S AT THE TOP THE HEAP!
When you brand single-use containers, you are signing your own garbage. These “brand impressions” last long after the marketing process ends. But does the pollution of the beaches and the oceans benefit your brand image? Or does it broadcast that your brand condones the proliferation of...
Connecting With Customers During the Holidays: Send More Than a Simple Card
IT’S THE THOUGHT THAT COUNTS
The U.S. is home to almost 28 million small businesses, according to the Small Business Administration. As a small business owner yourself, you probably didn't need to read that statistic to know that competition abounds. To help retain customers, make a personal connection with them this...
Black Friday Exceeds its Brand Width
MORE IS NOT NECESSARILY BETTER
This year, many people were shocked at the incursion of Black Friday sales into Thanksgiving Day itself. They thought the Thanksgiving holiday should remain a time for family and friends to gather together to share appreciation and gratitude. But not for shopping. Nevertheless, the big box...
Start Your Holiday Social Media Campaigns NOW!
TELL THEM TO HAVE FUN!
The National Retail Federation recently released their overall holiday retail sales forecast. The forecast expects an increase of almost 4 percent over last year to $602 billion. Shop.org expects online holiday sales to increase up to 15 percent for $82 billion. Retailers are rolling out their holiday...
Thanksgiving – The Brand
MADE IN AMERICA
Thanksgiving is a “brand” with all the essentials of any other brand. It has a compelling popular brand story (even if not entirely accurate). European Pilgrims are saved by Native Americans who provide a feast of turkey, corn, and vegetables, for which the pilgrims give thanks...