When your value proposition changes, it’s time to change your brand. How to adjust your brand when your market shifts.
Chances are your company is not a disruptor, but it is facing disruption. Manage disruption in your business with these 3 questions.
Brand mascots evoke powerful memories that stick with you for a lifetime. Tony the Tiger, the Pillsbury Doughboy, the Jolly Green Giant, and Mr. Clean are all mascots that personify their brands. They provide a human face that we know, like, and trust.
Should you publish your pricing on your website? This is a contentious question, and one without a clear cut answer. Here’s the reasons why and why not to publish pricing on your website.
The 2-Call Close is the holy grail of branding. It’s the ability to package your services so well that you can close a sale in just 2 calls. And I’m not talking about simple, transactional deals. The 2-Call Close works on complex sales of $10,000 to $75,000. Find out how.
No one ever said business has to be fair. Tilt the odds in your favor. Choose a playing field or a niche where you’re guaranteed to win. Every company that grows a sticky brand makes strategic choices of where they will play, how they will win, and how they will tip the odds in their favor.
Core metaphors are the linchpins of brand experiences. They span cultures, languages, dialects and countries. They are universal to all human beings, and the building blocks of our communications. LEAPJob uses the core metaphor journey in its brand architecture.
Getting your brand name right makes all the difference in the world. But the process of finding the right name is time consuming and challenging. It takes a lot of creativity to find a short list of compelling names, and the the guts to let your market react to it and guide you to the right outcome.
In March I had an amazing opportunity to deliver a short speech for the Canadian Association of Family Enterprise (CAFE). I talked about how family businesses must constantly rethink and reposition their businesses in order to remain relevant through the decades. I...
Steve Jobs wrote, "I hate it when people call themselves 'entrepreneurs' when what they're really trying to do is launch a startup and then sell or go public, so they can cash in and move on. They're unwilling to do the work it takes to build a real company, which is...
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