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Posts filed as Branding Strategy

Conscious Capitalism is a relatively new concept of doing business by leading with empathy, not authority. Sadly, too many businesses are led by fear and stress where bosses lead with fear and inflict stress on employees to get stuff done.

Keep Your Marketing Authentic

Starbucks marketers use a six-point unwritten code to ensure the marketing programs they create and implement are authentic, that they’re staying on message and on brand, and that they tell the story of what makes the product they are promoting Starbucks-worthy.

Great Brands Help People Be Great

A core belief in our PASSION CONVERSATION book is the need to rewire a marketer’s brain to appreciate creating opportunities (online and offline) for the customers you serve to share their own stories. A lot of good can come out of encouraging people to talk about themselves, their lives, their hopes, and their accomplishments.

A Goliath Can Become a David Again

If your business is caught in the strategic crosshairs of needing to get bigger but remain smaller, the following excerpt from TRIBAL KNOWLEDGE might provide you with boardroom fodder.

In late October I spoke to a roomful of restaurant marketers and shared a little known story about Whole Foods Market. This story has become a Whole Foods company campfire tale and for good reason… it’s a story that helped to shape the culture of the company in its early days.

I know Starbucks Coffee is now just Starbucks. I know Starbucks sells more than just coffee. But…

The Talkable Brand Video Series from 2012 shared oodles upon oodles of ways a brand can spark and sustain word of mouth marketing. Here are four faves of mine from the series.

Creating Category Intrigue Builds Brand Intrigue

It sounds counterintuitive to promote the category before the brand but, as marketing consultants Al and Laura Ries point out in The 22 Immutable Laws of Branding, “Customers don’t care about new brands, they care about new categories.”

What Great Brands Do

Every great brand defines its brand as its business. It puts its brand at the core of its business and goes to great lengths to make sure there is no daylight between managing the brand and managing the business.

Are Taglines Important?

Over on the CrackerJack Marketer site, Paul Williams and I have been giving our perspectives on important marketing matters like Brand Style Guides and What Matters Most to Consumers: Brand, Price, Convenience, or Something Else? We’ve also tackled taglines by