Category Archives: Corporate Brand Building

Is it a Halo or a Smokescreen?

The Halo Effect, by Phil Rosenzweig, is the business book that has been a long time in coming. I love this book. As far as business books go it is a page-turner. If you don’t own it yet (or haven’t … Continue reading →

Words that Matter

While cleaning out my briefcase I came across an article that was worth re-reading. The article is titled “Can You Say What Your Strategy Is?”, written by David J. Collis and Michael G. Rukstad, published by Harvard Business Review. In … Continue reading →

Corporate Brand – A Framework for Developing a Corporate Relationship Strategy

Success in business is all about relationships. The ability to leverage key relationships is an outstanding performance driver for all successful businesses. There are many relationships that impact an organization’s performance: relationships with employees, customers, distributors, strategic partners, prospective customers, … Continue reading →

Corporate Policy thwarts Customer Service. . .again.

A recently written column by Nick Coleman in the Minneapolis Star Tribune titled “Cranky lady tangles with Mr. Nasty.” caught my attention. The title in and of itself is enough to get me to click, I’m a sucker for well-written … Continue reading →

It Takes Honesty to Build a Strong Brand

Brand is about truth and honesty.  When an organization (or an individual) embraces brand as an operating principle it opens itself to the opportunities that result from an honest relationship with its customers and marketplace at large.

It All Starts with How You Define Brand

Brand before it was Brand

Brand is Gaining Wide Acceptance

Brand has evolved into a business management concept that has broad-based application and approachable to all types and sizes of organizations. It is becoming the business discipline of focusing the organization’s resources, talents and commitments to deliver what’s important to … Continue reading →

Companies Became Brands

The next phase of evolution for the broadening of brand as a management discipline became evident to me as our assignments expanded to address brand management at the corporate level of large organizations. The focus of these assignments revolved around … Continue reading →

Brands Ownership was Expanding

It became clear that an evolution in brand building was underway when we were retained by one of the most respected retailers to develop a chain-wide initiative to build a portfolio of “owned brands,” product brands owned and managed by … Continue reading →