Many brands have attempted to be successful outside of their home borders but end up being neither truly global nor appropriately local.
In the age of personal branding, it’s part of your job description to become an expert no matter your specialty.
Brands need to understand that being a good host and conversationalist is the most important part of receiving good feedback and inspiring others to talk about you positively.
Leveraging your heritage doesn't mean being stuck in the past. Instead, it’s the careful balance of celebrating what’s fixed and fluid about your brand.
Too many naming exercises base success on whether the right person says, “I like it” or “I don’t like it.” But a name is about much more than key people liking it — even if those people ar
I know many loyalists who would have snapped a pair up just for the story. I could just imagine the self-deprecating in-store signs, “The Butt of All Sales.”
The purpose portion of the brand narrative contains a declaration — an acknowledgment of shared vales between the brand and the consumer, and therefore their shared mission.
The result is advertising agencies have confused public relations with brand building for the past 50 years.