Elon Musk – Brand Builder Delux

Elon Musk – Brand Builder Delux

THINK BIG, REALLY BIG!

When we are asked, “Who is your brand building hero?” the answer is easy: Elon Musk. He has built and sold brand after brand. He is the classic entrepreneur, taking the money from his last sale and plowing it into a new project, each one more daring than...
Company Structure Can Help or Hurt a Brand

Company Structure Can Help or Hurt a Brand

CUSTOMER SERVICE = CUSTOMER INTEL

When we hear of recalls in the automotive industry, we know their own sales and customer service departments knew about the problems years in advance. Today, many companies say they put the customer on top. But how can they if they put sales and customer service on...
The Anti-Discrimination Brand

The Anti-Discrimination Brand

DISCRIMINATION IS BAD FOR BUSINESS

Arizona tried it and Mississippi passed it – laws that give permission to businesses to discriminate based on strongly held religious beliefs. The Arizona governor was so pressured by businesses that feared a big drop in revenue that she vetoed a bill that would...
GM Brand Hurt by Violating the Public Trust

GM Brand Hurt by Violating the Public Trust

STOOPING OVER DOLLARS TO PICK UP DIMES

The general public believes that General Motors (GM), or for that matter any automaker, would not knowingly allow an unsafe product on the market. They know that honest mistakes happen from time to time. But they also expect that once discovered, the automaker will...
Beware of TMT (Too Much Trouble)

Beware of TMT (Too Much Trouble)

WORK-AROUNDS ARE JUST TOO MUCH WORK

When processes or products suffer from inefficiency, a too-limited focus, or become less relevant, their designers try to “fix” the situation by requiring some action from the users. These “fixes” are an afterthought that usually require the user to perform a...