Tag Archives: Live the Brand
Mind the Gap
The recent re-re-branding of the GAP brand raises some interesting questions about the power of crowds vs. the power of the brand itself.
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 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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