Companies often talk about rebranding — as if “reinventing” or “refreshing” a brand is the magical solution to any problem. This is not true. Here’s how branding really works.
Your real competitors aren’t external. They’re internal. You’re competing with inertia and time. We all face the forces of inertia and time, and they are dogged, ferocious competitors. I find it strange to describe “inertia” and “time” as competitors, but they’re two...
The most successful companies make their brands very simple. The brand is clear, deliberate, and serves a need. This simplicity makes the brand stand out in a noisy market.
Multitasking leads to mediocrity. Instead of diversifying, pick one area to transform. You have one team. Get them working on one thing.
Trying to do everything is the fastest route to mediocrity. You don’t have to be on Facebook, Snapchat, and Instagram because they are new and available. The best brands are selective, and choose a few areas where they can be brilliant.
Busy work is the antithesis of extraordinary results. The most successful people are the most productive people. Cull the busy work and focus on the one thing that has the most return on your time.
One stop shopping is not a value proposition, it’s a compromise. Great brands are not all things to all people. Trying to serve everyone is a formula for losing your competitive advantage.
2013 is around the corner, and everyone has predictions. Avoid them. No one can predict the future, but you can control your future by staying focused, working hard, having fun and being of value to others.
In early 2010, Zappos made huge headlines. The business community was abuzz talking about how this young upstart revolutionized the shoe industry with their focus on customer service. Podcasters, bloggers, magazines and books were all sharing stories about Zappos. The...
How do you eat an elephant? One bite at a time. The same goes for branding. Too often branding turns into a massive, costly project. It's a symptom of treating it as a one-time project, and trying to do too much at once. You don't just brand a business, and then leave...
Subscribe via email
Get weekly emails with ideas, stories, and best practices to grow a Sticky Brand!