Our bookmarks on this topic are also at pinboard.in/u:unison/t:brand-strategy/
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.
Monday, August 6, 2012 · Topics: brand-strategy
From FastCompany: Brian Boylan, chariman at Wolff Olins, discusses and defends his firm’s branding campaign.
From FastCompany: Why should you cooperate with your customers? Survival is a pretty good motivator.
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.
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.