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 ‘Positioning’ Category
How to Build a Sustainable Brand
Monday, October 5th, 2009New Ways of Doing Business in a Recession
Thursday, June 11th, 2009We are in a global recession of huge magnitude. Businesses need to adapt their businesses in order to compete. I am no exception. Few companies have endless time and money to spend on positioning and brand strategies. For smaller companies that need help but don’t have the budget, I’ve developed a new service offering for [...]
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