Tag: brand strategy

Brand Identity Failures and Successes

Brand identity can sometimes be hit or miss. Here are some hits — and some misses — from recent brand transformations and developments.

What If Your Brand Were a Tinder Profile?

Think for a second. What would your brand look like if it had a Tinder profile? Could you make a consumer stop dead in the middle of their feverish left-swipe spree, or would you get swiped into the “meh, maybe next time” category? 

How to Create a High-Performance Culture

In the book What Great Brands Do, Denise Lee Yohn identifies seven brand-building principles that separate the best from the rest. The first principle concentrates on setting (or resetting) a strong corporate culture.

Please Pass the Dressing

One of the mainstays of my desktop book lineup is The Brand Gap by Marty Neumeier — a great pick-it-up-and-get-inspired manual for brand strategy (and, incidentally, a very effective cure for writer’s block). Whenever I flip through the first section, I’m reminded of three essential questions that form the foundation of any brand differentiation exercise.

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