Topic: brand-strategy
Our bookmarks on this topic are also at pinboard.in/u:unison/t:brand-strategy/
Branding is fear-based B.S.
Sunday, August 12, 2012 · Topics: brand-strategy, branding
From Steve Pavlina: Branding, brand management, and brand strategy are rooted in fear and are completely unnecessary. This is true whether we’re talking about business, product, organizational, or personal branding. The primary aim of branding is control. But people don’t generally like to be controlled. So branding is largely done at the subconscious level; if it were done at a conscious level, people would reject it. · Go to Branding is fear-based B.S. →
Why your brand should piss someone off
Wednesday, August 8, 2012 · Topics: brand-strategy, customer-experience
From FastCompany: If you want some people to love you, you’ve got to accept that others may hate you. So let ‘em. Better than having a weak brand. · Go to Why your brand should piss someone off →
The surprisingly smart strategy behind London’s infamous Olympic branding
Monday, August 6, 2012 · Topics: brand-strategy
From FastCompany: Brian Boylan, chariman at Wolff Olins, discusses and defends his firm’s branding campaign. · Go to The surprisingly smart strategy behind London’s infamous Olympic branding →
5 ways to build brands in the post-digital world
Thursday, July 26, 2012 · Topics: brand-strategy, social-media
From FastCompany: Interbrand’s Jez Frampton offers a roadmap for success in the post-digital world, wherein digital underlies everything and consumers are co-creators of brands. · Go to 5 ways to build brands in the post-digital world →
Your startup is a tribe (and your customers are members, too)
Friday, July 20, 2012 · Topics: brand-strategy, customer-experience, startups, tribes
From FastCompany: Why should you cooperate with your customers? Survival is a pretty good motivator. · Go to Your startup is a tribe (and your customers are members, too) →
The social life of brands
Tuesday, June 26, 2012 · Topics: brand-strategy, neuroscience
From strategy+business: A marketing strategy informed by neuroscience can help build better consumer relationships — and make better use of tools like social media. · Go to The social life of brands →
Branding talk isn’t helping your company. Here’s what should replace it
Tuesday, June 19, 2012 · Topics: brand-strategy, branding
From FastCompany: Branding is a once useful concept that’s now irrelevant, argues Brian Millar. So try this: Stop talking about your brand for a month.
“Essentially all models are wrong,” said George Pelham-Box, one of the most influential statisticians of the 20th century, “but some of them are useful.” Let’s remember that branding is only a model of the way that consumers think about products and services, so by definition, it’s wrong. But that doesn’t mean it’s not useful — so long as we don’t get carried away by imagining it’s the truth. · Go to Branding talk isn’t helping your company. Here’s what should replace it →
The 3 essential elements of a rock-solid brand: purpose, values and style
Saturday, June 16, 2012 · Topics: brand-strategy, life-purpose, purpose
From Forty: Research cited in Built to Last (by Jim Collins and Jerry Porras) indicates that purpose-driven companies can outperform the general market by a 15 to 1 ratio. There’s a reason your company was founded. There’s a reason why you’re in the industry you’re in. There’s a reason why you’re not working for someone else. You need to dig deep, and find out what those reasons really are. · Go to The 3 essential elements of a rock-solid brand: purpose, values and style →
