1) Branding without positioning. That’s like building a house without a foundation. Positioning makes clear your target audience, category, value proposition and differentiation. Without it, your brand will have no rational support—no reason for being. 2) Branding without a strategy. That’s like building a house without an idea of whether it is the Taj Mahal [...]
Read more »
Archive for July, 2009
5 Biggest Branding Mistakes
Thursday, July 23rd, 2009Marketing in a Downturn Is Key to Survival
Tuesday, July 14th, 2009I met with my financial advisor recently, and he asked me why I was doing so well in this terrible recession when other consultants were hurting for business. My answer: Marketing and Branding. I know we marketers will always say marketing works, but we are often the worst offenders. That is, we are the cobbler’s [...]
Read more »The Personal Branding Tsunami and 7/11/09 Workshop
Sunday, July 5th, 2009This is the year of Personal Branding. The perfect storm of economic crisis and social media adoption has led to a Tsunami wave of interest in personal branding for career advancement. My calendar has been very busy with Personal Branding seminars adapted from my corporate branding methodology. These events have included my recent lecture at [...]
Read more »