Every CEO Is an Enthusiastic Brand Supporter, If You Help Them Make the Right Connections

Every CEO Is an Enthusiastic Brand Supporter, If You Help Them Make the Right Connections I have learned through my 30 years of working with clients that when you help executives make the right connections about brand they become enthusiastic supporters.  When cast in the proper context, brand becomes a powerful leadership strategy.  At the

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Brand Affinity: Don’t Squander It

Brand Affinity: Don't Squander It Moving up the brand ladder. Step One: Brand awareness. Step Two: Brand loyalty. Top step: Brand affinity. Brand affinity – most companies want it, few obtain it. And some organizations are born with it and risk squandering it. Brand affinity is the most enduring and valuable level of customer relationship

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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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