Category Archives: Brand Culture
Santa goes Digital-Mobile-Social
No longer does the Macy’s Thanksgiving Day Parade Santa Claus usher in a holiday season of window displays. Today’s consumers start their holiday shopping research online and closer to Halloween, nearly a month before Black Friday and Cyber Monday. They use digital, mobile, and social media to shop both in stores and online – digital technology has changed the holiday shopping experience. But how are retail and other consumer brands adapting themselves to the digital-mobile-social marketplace for the holidays? And how can brands stand out in the flurry of holiday marketing?
Read MoreWhat’s in a name?
For the sake of illustration, let’s divide the business world into two categories: companies that have brands, and companies who have names. The difference is not an insignificant one. Companies with brands have reputations and relationships that must be fed on a continual basis, across a spectrum of (increasingly numerous) customer touch points, and must provide meaning that resonates with both the company and the customer.
Read MoreShort & Simple
Just ask Shorty—nicknames are rarely chosen by the ones who wear them, they’re assigned. And for major brands, those nicknames can wield immense power: they can permanently shift a brand name or image, and have the ability to solidify a connection with people’s daily lives—but only if the brand accepts that the nickname exists and has the guts to adopt it.
Read MoreEvangelism has a Price
Saying great brands are built by great employees is nothing new. Almost everyone agrees (there are still a few Luddites) that brands are built from the inside-out. A knowledgeable and dedicated workforce that understands, internalizes and exudes the company’s brand values is an asset most CEOs would kill for. Whether it’s the quality of the [...]
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