Category — Brand Communication

Can Trust in a Brand Be Revived?

Wells Fargo logoThe question is… can trust be revived in a brand that is seriously damaged? Almost every year there are brands that amaze us with incredible stupidity… mostly generated by a drive for bigger sales numbers. Volkswagen not only misled consumers and dealers about emissions and gas mileage claims, but
tried to make it a small and inconsequential issue until investigators uncovered an ever-growing circle of management and leaders who actually knew exactly what was going on. [Read more →]

September 30, 2016   Comments Off on Can Trust in a Brand Be Revived?

recherche rencontres lyon


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
lieu rencontre bordeaux lac
club de rencontre l’entente
télécharger rencontre avec joe black hd
romandie rencontres
lieu de rencontre paris celibataire
dating femme laval
msg anniversaire de rencontre
site de rencontre entre chomeur
comment devenir prostituée
petites annonces rencontres 94
rencontre lake
site de rencontre israelite
la lande de la rencontre saint aubin du cormier
dvd rencontre avec des hommes remarquables
sortir reims rencontre
china street prostitutes at singapore geylang lor 8 10 12
alaska rencontre quatrieme type
rencontre sezanne
prix des rencontres du mont-blanc
rencontre fille americaine
thomas langmann prostituées
rencontres photo arles 2011 dates
depuis que je te rencontrer
annie rencontres
rencontres skype gratuites
rencontre gratuite en aveyron
rencontres augc 2014
friends ross rencontre emily
rencontres agen
rencontrer renaud
rencontres annonces belgique
prostituée israel
adultère avec prostituée
rencontre avec femmes maghreb
doc gyneco site de rencontre
rencontre sur internet canada
à la rencontre de l’homme qui brûle
rencontre vitré 35
prostitué a domicile liege
rencontre laxou
rencontres regionales autisme
rencontre femme malgache ambilobe
club vacances pour faire rencontres
rencontre nc gratuit
rencontre d’un jour gratuit
carte prostituée lyon
zeblog rencontre
prix abonnement site de rencontre
les rencontres détenus victimes l humanité retrouvée
rencontre boite de nuit
rencontre maroc annonce
date rencontre photo arles 2011
les effets des rencontres
rencontres et debats avignon
site de rencontres points communs
prostitute seattle wa
match rencontres avis
werken als prostituee
al fin te encontre josel y raul mp3
l attente notre rencontre
rencontre francophone liban
rencontres gay 13 ans
meilleur site rencontre amicale
rencontres nora roberts
cécile duteille rencontre
rencontre serieuse vannes
etudiante pour rencontre paris
site de rencontre sourd et muet
rencontre barbizon
bulgaarse prostituees groningen
site de rencontre homme bresilien
igloo rencontre imode
prostituées verneuil sur avre
rencontre celibataire bio
site rencontre pour ado ligne
rencontre femme ahfir
rencontres ado
moi christiane f. 13 ans droguée prostituée film streaming
fiche zone rencontre
rencontre par code postal
la rutina hoy no va a enloquecer ayer me perdi pero hoy me encontre
rencontre sexe haute corse
metz prostituée
rencontre serieuse charente maritime
rencontre convertis
rencontres avec des amis
site de rencontre gratuit sans frais
faux profil site de rencontre
rencontre villefranche de rouergue
quebec rencontre victoriaville
quel site de rencontres est gratuit
nous nous sommes rencontrées en anglais
site de rencontre macedoine
rencontre avec joe black download
site de rencontres street
quand harry rencontre sally amazon
bar rencontres rouen
rencontre fle diffusion
rencontre enrique iglesias
site rencontre nc

May 20, 2015   Comments Off on recherche rencontres lyon

Differentiation: The Key Challenge For Professional Service Firms

It is tough enough to stand out from the crowd when you sell something tangible – a product. But it is exponentially harder to distinguish your business from its competitors when what you sell is intangible – a service, or advice. That’s the challenge facing professional services firms, such as management consultants, law firms, accounting firms, architects, design firms, leadership development firms, executive recruiters, etc.

Professional Services are Big Business in the U.S.
The professional services sector is very large and growing. Of the U.S. services sectors, IT consulting alone accounts for US$354b, followed by law firms and management consulting firms. These firms are large and aggregately employ millions of associates. And, with the exception of executive search, are all growing.

PS Data

As the market grows and competitors proliferate, professional services firms face the commoditization of services and downward pressure on fees. The best defense against this is a strong brand that signals why your firm is unique in a meaningful and credible way that your clients, prospects and staff will value. Then, and only then, can you command a fee premium. [Read more →]

November 14, 2014   Comments Off on Differentiation: The Key Challenge For Professional Service Firms

Updating Intel’s Font for the Mobile Future

Intel just created its own proprietary corporate font to be easier to read in the global digital world. They call it “Intel Clear”. A smart move in a number of ways. First, it gave them the opportunity to assess the equity in their existing font and think through whether and how much to change. Second, It caused them to think about how their critical audiences, internal and external, national and international, should perceive Intel as the communications media evolve so dramatically and rapidly.

New Intel Font

[Read more →]

April 8, 2014   Comments Off on Updating Intel’s Font for the Mobile Future

How Brands Can Put Us on Our Best Behavior

Inertia is an amazingly powerful force, and “reason” often proves inadequate to overcome it. Think about how hard it is to get people to move their bank accounts even when it is clearly in their financial interests. Or why nearly three-quarters of all corporate change initiatives fail, no matter how well argued, or how compelling the business case.

Human behavior is hard to change, and this is one of the biggest obstacles facing businesses selling sustainable products and services. We believe that brands are uniquely well placed to help, because they can speak two languages – reason and story. And they can leverage the unusually powerful relationships they have with consumers.

Change

[Read more →]

November 12, 2013   Comments Off on How Brands Can Put Us on Our Best Behavior

Using the Shared Services Brand to Overcome Negative Perceptions

This blog was originally featured on the Shared Services and Outsourcing Network’s website on July 22nd, 2013.

Shared Services often miss the opportunity to communicate the value they provide, and consequently live under a pervasive and somewhat negative perception. This doesn’t have to be the case. Focusing on the Shared Services “brand” is one way to change these perceptions.

Because the origin of Shared Services is rooted in cost cutting, there is a naturally built-in   stereotype that what costs less must not be as good. But this doesn’t have to be the case. Strengthening the Shared Services brand, especially to internal audiences, is a very powerful way to communicate the positive value of a Shared Services model. Aside from the corporate arguments that Shared Services are really about reducing costs, you should be promoting the realization that there is an enormous amount of condensed wisdom in a Shared Services organization. It is, de facto, the central node of knowledge and insight. Imagine if internal customers understood this value and could tap into it. So use the brand to focus their attention.  [Read more →]

July 26, 2013   Comments Off on Using the Shared Services Brand to Overcome Negative Perceptions

Why David Brooks Almost has it Right about Brands

David Brooks, an Op-Ed Columnist at the New York Times writes a very interesting article about the differences between the use of and understanding of brands between the Americans and the Chinese. His premise is that the Chinese are not good at building brands that connect with consumers in the West despite the fact that they have the largest economy in the world. This will hinder their achievement of global economic dominance. He is right.

Unknown

However, one of his notions is only partly correct and flies in the face of what great brands work hard at every day. Brooks believes that “People who create great brands are usually seeking some inner longing of their own…”. In this he is thinking about romantic notions of founder-led brands like Nike or Ralph Laruen.

What he is missing is that great business leaders spend a great deal of time and energy to understand their customers and their needs, and then address them in a way that builds an enduring relationship that can last a long time. In most cases it is the diligence and hard work requiredto build stronger relationships with consumers than competitors in every category that leads to sustainable market leadership.

Much of what Brooks writes about is very true, and he is astute to recognize as much as he does. Where he misses the mark is realizing that there is a process and method to establishing and building a strong brand that connects with key audiences that works on it’s own and is not necessarily founder led. Just look at a few minor brands like IBM, General Electric, BMW, New York Yankees, Mayo Clinic, etc. Sure each was founded by great thinkers and leaders, but they have evolved into very strong brands generations past founder longing.

Unknown-1

Congrats to Brooks for recognizing how brand have become an engine of the Western economic growth. His basic premise is more than correct.

May 31, 2013   Comments Off on Why David Brooks Almost has it Right about Brands

Why Brand Strategy Matters Even More Online

To ensure a seamless image, smart brands take responsibility for both the content of their ads, as well as the environment in which their ads appear.

Vigilance is especially necessary online, where intelligent software and e-marketing technologies allow brands to target the user, not the environment. The old adage of ‘fish where the big fish are’ has never been more true. With varying degrees of success.

online content strategy

A friend of mine recently joked on Facebook: ‘If the ads that Facebook so cleverly targets at me are correct, I need to: a. Lose 9kg. b. Buy a motorbike and c. Attend the classic rock concert at Willowbridge Barnyard Theatre. Now that’s artificial unintelligence if ever I saw it.’

She’s a fit, slim, married, mother of two in her 40s, who lives in the suburbs and drives a family-friendly 5-seater VW.

But getting it wrong can have more sinister results. What happens when a brand finds itself in an online environment that potentially undermines its image? [Read more →]

April 30, 2013   Comments Off on Why Brand Strategy Matters Even More Online

Protecting & Enhancing Your Brand in Social Media – Whether You’re Joining or Creating the Conversation

As the old saying goes, “you have to be in it to win it”. That pretty much sums up the role of social media for brands today. Social media is no longer just one of many tools a marketer can use. It has all but become the cost of entry. In the 2012 Social Media Marketing Industry Report, 94% of marketers said that they use social media for marketing purposes. It goes without saying that some social media marketing is better than others, and therefore more effective at driving business results. But the bottom line is that companies can no longer ignore social media. This is true for every category and industry from consumer goods to professional services, from healthcare to the financial industry and for both B2C and B2B.

Here’s the rub: Because social media is a two-way street, gone are the days when a brand can control messaging through a monologue of traditional advertising and communication. What is compelling to consumers today, and to a large extent, expected, is a dialogue, back and forth. These conversations can be strategically initiated by the brand to disseminate a particular message, i.e. a new way of “advertising”, or a brand can strategically participate to help steer the conversation in a way that protects the brand.

conversations matter in social media

Either way, whether you are creating the conversation about your brand, or joining in conversations about your industry, which may ultimately involve your brand, follow these rules to not only protect your brand, but to take advantage of this new reality and use it to actually strengthen your brand:

[Read more →]

April 3, 2013   Comments Off on Protecting & Enhancing Your Brand in Social Media – Whether You’re Joining or Creating the Conversation

Why “Watering Down” a Brand is a Fundamental No-No.

The postulate that “watering down” a brand has long-term affects is generally well understood by smart marketers everywhere. But recently, two brands have been caught up in literally and figuratively watering down their products and consequently, their brands. We’d suggest that the act of watering down a product, or even the suspicion of it, will have very serious and long-term impacts on the business.

MakersMark

The two brands are Maker’s Mark Kentucky Bourbon Whisky and Budweiser. Maker’s Mark announced that they were lowering the alcohol content of their premiere product from 94 proof to 86 proof because demand is exceeding capacity, and consumer testing had indicated that the difference was undetectable. While possibly statistically true, the idea that slowly diluting a product so that the perceived change in the taste profile is negligible could end up taking the teeth out of a product and without ever understanding why. This incremental product thinking almost always gets manufacturers in trouble. [Read more →]

March 1, 2013   Comments Off on Why “Watering Down” a Brand is a Fundamental No-No.