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Everybody knows what branding is, right? I used to think so, but I am no longer convinced. The definition of a brand is “everything that gives an entity its recognition, meaning and value.” Seems simple enough but there are many misunderstandings that inhibit branding execution and reaching the full potential of brand value. Here are some [...]
Just back from a trip with a new dose of customer service frustration. I am reminded of the book by Ted Cohn, Why are you making it so hard for me to give you my money? His point isn’t that companies don’t want your money—they just don’t want to serve you to get it. No more [...]
I admit, I thought of this blog topic on a plane returning from a very nice vacation in Mexico. It occurred to me that strategic planning (which, to me, is the backbone of every successful business) seems so hard, painful and difficult to everyone else. The truth is that, like anything else, it has to [...]