Break free of the confines of marketing, and add a human face to your brand. Humanizing your company is an immense competitive advantage. It immediately differentiates your firm from everyone else, because it provides a person who embodies your brand.
Instead of trying to offer unique services in a commoditized market, create a unique experience. Differentiate on your firm’s personality, values or interests.
A decade ago, sales people were sales people, marketers were marketers, and accountants were accountants. Everyone had clear roles and lines of responsibility. In the Social Era, the lines of responsibility have become fuzzy. Now everyone has to sell.
Samsung vs. Apple. Samsung delivers an amusingly biting attack on Apple ‘fan boys’ waiting in lines for technology they’ve “had for a while.” But as amusing as the ads are, they are misguided. Facts don’t sell.
There's so much riding on a name. It sets the stage for your brand and your customer experience. Think of great brand names: Apple, Caterpillar, Virgin and Google. These names are memorable, repeatable and evocative. They set the tone for the companies they represent....
I am tired of companies that want to be "professional." This is just another way of saying, "I want to be bland, boring and like everyone else." What is "professional?" Being safe. Blue is the professional color. IBM has made blue resonate as a strong, stable and...
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