Category Archives: Newsletter
Four Myths About Personal Branding
Myth #1: Social media and personal branding are synonymous. It’s true that social media can amplify your personal brand quickly. But, whether it does it effectively is dependent on your decisions about the value you want your brand to deliver. …
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New Ways of Doing Business in a Recession
We 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 …
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Why Refresh a Brand?
Once 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 …
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Be the Brander-In-Chief
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 …
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How Important is a Good Brand Name?
“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 …
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Top 10 Benefits of Positioning and Branding
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 …
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What Works in Positioning Professional Services?
Over the years, I have worked with a number of professional services clients—from systems integration companies to management consulting firms. The question that these clients always have is: how do you position a service? The underlying assumption is that a …
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Can One Position Fit All?
All companies have multiple audiences. Each audience may have a different value proposition from the company. But, does that mean that we need to promote a different position with each audience? The short answer is No. Your corporate positioning goal …
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The Naples Brand
Can countries or regions have a brand? You bet. Anything or anyone can have a brand—even places. Take Italy. The mere mention of Tuscany evokes an image of the good life—sipping wine in a hilltop villa surrounded by cypress trees …
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Liquid Brand Summit 2007: Straight Up with a Twist
Although I was a judge for the first-ever Silicon Valley Brand Impact Awards, I had to miss the associated Liquid Brand Summit 2007 due to a conflict. The Liquid Agency (the founder and host of the Summit), however, has done …
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