Great brands stand out by being the same but different. That tension makes your brand interesting yet credible. Differentiate your brand at the edges.
Great Brands Are the Same but Different
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Bet The Company To Build The Brand
What would happen if you failed? If the risks aren’t high, you’re not pushing far enough. Build your brand with big, transformative goals. Bet the company to build the brand.
What Would Apple Do?
Take a page from Apple’s playbook and ask, “What would Apple do?” It’s hard not to admire Apple’s brand. They not only have brand loyalty, they have brand anticipation. Everyone wants to know what Apple will do next. Apply some of Apple’s principles of branding to grow your brand.
Cardinal Courier: Marketing A New Concept
Introducing a new concept in an established market can be an uphill battle, especially for mid-market companies like Cardinal Couriers. The service might be amazing, but it takes time to educate your customers and change their behaviors. Paradigm shifts happen one customer at a time.
Challenge Convention
Not all companies are equal. Companies that push the boundaries and test their limits immediately stand out, because they don’t let fear hold them back.
Great Ideas Don’t Happen At Your Desk
Your desk is a crutch. Great ideas happen when you live in the real world. Leave your desk. Your creativity needs a spark to unlock its genius.
Avoid the Obvious: Where Are Your Customers Going?
Walter Gretzky coached his son to “Skate where the puck is going, not where it’s been.” The same advice can be used in business. Set your business up to go where your customers are going, not where they’ve been. Let your competitors chase after the obvious. How can you innovate in your industry to find a new niche or category that hasn’t been served before?
Avoid Technology Bandwagons
Should your company have a Facebook Page or a LinkedIn Group? What about apps? Should your company have an app on iPhones, iPads and Android devices? I don't know, but chances are the answer is no. The real question is do you need these tools to engage and service...
A Leader To Follow: Steve Jobs
The world lost a giant yesterday. There are very few people who can claim to have changed the world, but Steve Jobs did. His reach is nothing less than profound. As soon as his death was announced all the social networks exploded with an outpouring of grief,...
Features and Benefits Don’t Build Brands
Companies love to compare their products to the competition, and justify why they're better. They've got the latest doohickey, fandangled, whatyamacallit feature, which of course makes them better than the competition. RIM has embroiled itself in this classic...
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About Jeremy Miller
Jeremy Miller is a brand strategist and bestselling author. Over the past decade, Jeremy and the Sticky Branding team have profiled and interviewed hundreds of companies across dozens of industries to uncover how companies grow Sticky Brands. Jeremy shares his expertise as a writer, consultant, and keynote speaker. His blend of humor, stories, and actionable ideas will inspire you to innovate and grow your business and brand.
