Too many CEOs leave branding up to their marketing or branding staff. Company marketers can develop visual branding and brand campaigns, but the CEO must be involved when deciding what the brand means. That is, the core values of the brand, what the brand should be associated with, and the personality and character of the [...]

“What’s in a name? That which we call a rose By any other name would smell as sweet.” –Juliet in Romeo and Juliet, William Shakespeare In theory, Juliet is right. However, perceptions and associations create a filter through which we experience a name. For instance, Hewlett-Packard (HP) as a name would not rank high on [...]

Positioning and branding one’s company is something that many companies don’t bother to do. It takes some time up front to develop a strategy and a plan, and too often companies want to get going with implementation. Positioning involves targeting your customer and market segment, developing a compelling value proposition and differentiating your company against [...]