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Every organization has people who act or work in ways that are detrimental to the brand. Often, if these people get results (meaning they make financial targets or otherwise achieve the goals that have been set for them), they are praised and rewarded.These off-brand people are a deadly disease.
Strategy
Even though I wrote a book called The Ad-Free Brand, I don't hate all traditional advertising. In fact, sometimes, I absolutely love it. Today is one of those days. This morning I opened the New York Times, reading, among other things, stories about the Occupy Wall Street protests.
Strategy
One of the key concepts behind the ad-free brand approach: building your brand from the inside out, starting with the folks who are likely to know and care most about the brand—the employees.When building the brand from the inside out, the goal is to embed the core positioning
Strategy
This morning, NPR ran an interesting story entitled Entrepreneurs Emerge As Cuba Loosens Control (thanks to Elizabeth Hipps for pointing it out), highlighting the rapid expansion of small, privately owned businesses in Cuba as part of Raul Castro's broad economic reforms.According to the story, business is booming:
Strategy
My publisher recently filmed a series of short video interviews where I discuss my new book The Ad-Free Brand. This is the third in a series of tips from the book, entitled "The Community is More Than Just Customers."
Strategy
My publisher recently filmed a series of short video interviews where I discuss my new book The Ad-Free Brand. This is the second in a series of tips from the book, entitled "Don't Think Like Tom Sawyer."
Strategy
My publisher recently filmed a series of short video interviews where I discuss my new book The Ad-Free Brand. This is the first in a series of tips from the book, entitled "To get the brand out, get the community in."
Strategy
My publisher recently created a series of short video segments where I discuss The Ad-Free Brand. They were filmed in our New Kind office with a laptop internal video camera and Skype connection, so keep your expectations low (and certainly don't confuse these videos with the kind of
Strategy
In my last few posts, I shared some tips for collecting and synthesizing the brand research you will use to design positioning for your brand. In this post, I'll share three approaches to designing brand positioning I believe will work for the majority of brands: • The lone designer