Frankel's Laws of Big Time Branding™
By Rob Frankel
Branding is not about getting your targets to choose you over your competition. Branding is about getting your prospects to see you as the only solution to their problem.
Laws of Branding: Immutable or Refutable?
By Mike Schultz
Many branding maxims tossed about in the marketing world, maxims accepted as unquestionable gospel and law, simply are not valid. At least they are not valid for everyone and every business.
Four Key Differences between Service and Product Brands
By Robert Croston
Brand is paramount in the product arena; it creates awareness, drives perception and improves desirability. Brands with top-of-mind awareness have higher perceived value which allows for higher price points.
The Next Generation of Global Branding?
By Nick Wreden
Global branding in the 1980s was influenced by a famous 1983 Harvard Business Review article, "The Globalization of Markets." The article argued that companies should leverage the "economics of simplicity" and sell standardized products around the globe. The benefits were lower costs and consistent customer communications.
It Takes a Village to Build a Brand
By William Arruda
Innovative business leaders are waking up to the fact that successful brands are built by people. By creative employees, not robots. By loyal customers, not CRM systems. By committed partnerships, not relationships du jour. By visionary leaders, not those with a short-term focus.
