Category Archives: Blog
Long Term Care Learns About Its Brand
Recently I was asked to lead a panel to share best practices for building a strong brand in the long-term care and affordable housing category at a national event hosted by Leading Age, the leader and advocate for the industry. … Continue reading
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 … Continue reading
Making the Right Connections can Create a Whole New Perspective About Brand
Recently I received a Holiday card from a friend and colleague of mine in Spain, a connection I made over 10 years ago. Her card led me through a series of digital connections and I discovered an interesting blog that … Continue reading
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 … Continue reading
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 … Continue reading
How Well is Your Company Leveraging the Modern Brand Portfolio?
What do you do when your company’s product just got leapfrogged by your nearest competitor? Not long ago I was asked by a senior executive to speak to the company’s 700+ salespeople who were being challenged to sell against a … Continue reading
In Professional Services Two Strong Brands Equal One Stronger Brand
In the professional services category, which brand is more important? Is it the personal brand of the associate or the brand of the firm? The simple answer is both because they both represent important relationship connections with a client. The … Continue reading
Corporate Swagger – It’s more important than you think
“We have lost our swagger.” This was the response from a CEO of one of our clients as we were discussing his perspective on why their once powerful brand had waned. I followed up by asking him, “How has that … Continue reading
Are your URL and IRL in Balance?
“The Medium is the Message,” a famous aphorism by Marshall McLuhan, reminds us that oftentimes the medium has a big influence on how a message is perceived. The perceptions we create using various social media tools makes this sage advice … Continue reading
Perceptions: Are You a Fish or a Squirrel?
The difference between who you really are and how different people perceive you can make a difference in how you perceive yourself. Confusing? Let me try and explain this conundrum.