Tag Archives: Brand Value
Is Procurement Hurting your Brand?
In tough economic times, companies turn to their procurement departments for more fiscally-disciplined policies that help reign-in unchecked spending and wasted resources. Increasingly, companies are subjecting strategic and creative services to standardized procurement processes across the board without differentiation. And while this is great for their bottom lines, it is restricting their ability to come up with the innovative ideas necessary for brand leadership.
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 MoreCan you really build your brand one surcharge at a time?
Airlines, phone companies, car rental firms, banks, tickets agencies – undisputed kings of the surcharge. Once upon a time these charges were hidden, buried deep within your bill, waiting to surprise you at the end of the month or at checkout. Over the last few years those surcharges have not only been growing rapidly (it [...]
Read More