From Icon to Involvement

From Icon to Involvement In the best of cases a new corporate identity enhances the market’s perception of the organization and is a boost to employees’ belief in the company’s culture. It’s time to put the focus of identity back into corporate identity. There is an emerging opportunity to use the launch of a new

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Emotional Connection – Inside and Outside

Emotional Connection - Inside and Outside Developing a strong brand is about creating an emotional connection with a consumer. Right? This brand axiom seems to be the first lesson that marketing professionals learn. How to get there and how you know when you arrive at that coveted relationship status is a whole other topic. To

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When Can a Strong Personal Brand Become a Limitation?

When Can a Strong Personal Brand Become a Limitation? Believe it or not there are a number of situations where having a strong brand can adversely impact an individual or an organization. I was reminded of such a situation recently while enjoying a conversation over dinner with friends of mine. One of the friends (let’s

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Leadership Platform 2.0: Fostering Customer-Centric Leadership

Leadership Platform 2.0: Fostering Customer-Centric Leadership   “The purpose of business is to create a customer.” -Peter Drucker, Principles of Management (1954) Recently a colleague of mine brought to my attention a fascinating article called “The Age of Customer Capitalism” (http://www.docin.com/p-44580712.html or http://hbr.org/2010/01/the-age-of-customer-capitalism/ar/1) written by...

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The Meaning Behind Customer Engagement

The Meaning Behind Customer Engagement What do customer engagement and employee engagement have in common?   And why does it matter? Hint: The relationship between these three things will help senior managers make a cognitive connection between “the soft stuff” or business intangibles, and hard tangible results like revenue and profits.     No matter what school

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