The definition of a brand is “everything that gives an entity its recognition, meaning and value.” The brand perception held by the public, your customers and others familiar with your brand may or may not match the intended brand image. Crafting a brand blueprint is the process of identifying all the touch points your brand [...]
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competitive strategy
The first time I heard the phrase “hire an athlete” was early in my career. I was working for Hallmark Cards, Inc. and my boss used the phrase. Coming from a family with a long line of athletes, I naively asked what he meant. Was he being literal? Not at all.
Hiring an athlete simply means [...]
Corporate Culture is probably not on the top of many lists for serious discussion at a time when businesses just want to have enough money in the bank to meet payroll, or meet bank agreements so there loan is not called. However, culture discussion is important because it is one of the things that could [...]
We have grown up with the phrase Just Do It. And with my compliments to Nike. It has served their mission well. But now it is time for most businesses to ask the question, what should I stop?. Here’s why:
Strategy is a set of choices regarding what you want your business to become. It can’t [...]
Well, I admit I don’t have accurate stats on swine flu but it appears that while it is very prevalent, it has not been as devastating as expected as the vast majority of patients recover.
Unfortunately, me-too-ness can be far more crippling as most companies don’t even know they have the disease.
Here are the symptoms: Your [...]
The brain controls every function of our body. How we think, how we move, even our basic organ functions. A brand, like the brain, should influence every aspect of an organization and it’s operations.
Many think that the brand is just a logo. Not so. A brand is what gives an organization it’s meaning, value and [...]
It is a Sunday and it is getting close to football season. I am a college football fan. My challenge is that the team I root for, the one where my father in law became a NCAA Hall of Famer running back, and has served four generations of Reynolds’ is not a fan favorite where [...]