The market is evolving so quickly that brand consultants barely know what will happen in the next six days, let alone the next six months.
There is a hole in branding. There are lots of branding resources for small and big companies, but not much for mid-size companies. It’s time to fill the gap. Help me find and feature mid-market success stories.
Goals shape brands. They become the guiding purpose of a business, and provide a lightning rod to organize people, create energy and make decisions.
Discounts, promotions and cheap prices are shortcuts to grow your sales, but anyone can offer them. And if anyone can do it, you can’t grow a sticky brand. Price is a race to the bottom.
Brands have a shelf life. They need to be refreshed every three to seven years depending on the industry to stay relevant and desirable. I wrote about this idea a couple weeks ago. Yet it begs the question, why must a brand be refreshed? Brands are updated for two...
Brands age and mature, and if they're not maintained they fall apart. You can see the aging process every time you redo your website. Typically a corporate website needs to be overhauled every 4 years. It starts looking tired in the third year, and dilapidated in the...
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