The best way to define a sustainable brand is to explain what a non-sustainable brand is. What is not sustainable is for a company to think it can maintain a brand through advertising when it fails to deliver on its brand promise—not just through its core product but through every customer touch point. Unfortunately, too [...]
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Archive for the ‘Brand’ Category
How to Build a Sustainable Brand
Monday, October 5th, 20095 Biggest Branding Mistakes
Thursday, July 23rd, 20091) 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 »Marketing 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 »Why Refresh a Brand?
Thursday, June 11th, 2009Once you have a brand, with your visual branding, messages and reputation, why change it? If it ain’t broke, don’t fix it. However, for many of us, our branding may not work as well for us over time. I’m a case in point. My consulting business has evolved over the years, but my site and [...]
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