“And all the king’s horses and all the king’s men…”
Taking liberty with the line from Humpty Dumpty may not be the best analogy, but my point is that all the resources available to the brand team and the marketing department are irrelevant if customer service is not a priority.
Several years ago I worked for a …
Early in the presidential campaign we had an opportunity to see and hear many different candidates, who left an impression of their “personal” brand. Now only one has the responsibility to bring the brand to life. Obama’s brand represented “change we can believe in.” It appears to have resonated with voters since he became our …
Everyone has heard the recent news about the failure of the nation’s largest automakers. Being inquisitive brand strategists, we were curious about the implications for their brands following the news of the possible bailout. So, we emailed all the members of our team, requesting their response to the article linked at the bottom of this …
What kinds of companies are up to seven times more likely to come out of a recession stronger and more profitable? Companies that strengthen their brands during the downturn, according to the Harvard Business Review. It’s not hard to see why this should be so, if you think about branding as an investment rather than a cost. After all, “buy low, sell high” is perhaps THE central axiom of investing.
Once brand value has been established, it benefits the brand long term and value doesn’t easily collapse in a tight economy.
Messaging is a critical element in the marketing tool box. Too often, final messaging to customers ends up being not “on strategy” or, worse, far off the strategy. In our experience, the reason for this lies in the gap between strategy and execution.
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