A trip to Disneyland and my husband’s profound comment recently put me in my place. Here’s the tale: In my own book, Branding Basics for Small Business (2nd Edition), there’s a passage titled: All Markets Have a Brand Need. In it, I seek to clarify that “brand” is not just about high-end “luxury brands” but about being clear and consistent in the audience you reach and the market need you fill. … [Read more...]
Who is the hero of your brand?
You can always tell “ego brands.” They are the heroes of their own story, it’s all about them and they could care less about the value, satisfaction or delight of their customers or clients. C’mon: I KNOW you’re thinking of an example right now! Great brands like Apple, Starbucks (yes, despite my break up with them), Disney, Nike, Tom’s Shoes, Virgin America, Zappos all make the customer the … [Read more...]
3 Foolproof Networking Tips to Survive the Holidays
Trick or treaters, pumpkin spice lattes and chilly weather usually signify one thing (the chilly weather part for those of us in the Northern Hemisphere anyway): the holidays are right around the corner. And with that…the dreaded holiday networking mixer circuit. While you know you should be doing more networking to boost your brand awareness and grow your business, it’s sort of like knowing … [Read more...]
Marketing 101: The Music Analogy
I am often asked to explain the difference between brand and marketing, and strategy versus tactics to audiences and clients. But today guest columnist Boyan Blocka, a writer, marketer and business consultant based in Vancouver, Canada, gives us a musical jam version of these definitions that are way more fun. His company, Kyosei Consulting works with clients worldwide. When meeting with … [Read more...]
A Dear John letter for Starbucks
Dear Starbucks, We've been through a lot, you and I. But it's time for me to see other brands. It's not you, it's me. No, that's a lie. It's totally you. You swept me off my feet in my early 20's and taught me how to love coffee - for that I will be eternally grateful. Late Saturday mornings in Chicago. Stolen afternoons in Washington D.C. Even in Indianapolis - back before they actually … [Read more...]
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