Archive for the ‘Brand Management’ Category

Why Your Company, Product, or Service Name Doesn’t Really Matter

Tuesday, September 14th, 2021

Throughout my career, I’ve been involved in numerous naming and branding initiatives and am always struck by not only the intrinsic challenges of getting a group of people to agree on a particular name/brand for a company, product, or service—but also by the enormous amount of angst and emotion that becomes part of the process.

In truth, the process of coming up with a name—whether for a company, a product, a campaign, a department, or whatever is a process that is virtually destined to be an emotional and difficult one from the get-go. Why? Because everybody has an opinion, everybody has an emotional stake in the outcome and everybody wants their brand to be the next Nike.

(more…)

Tackling the Special Challenges of Building and Sustaining Strong Service Brands

Thursday, August 12th, 2021

Much of my work over the years has been with “service brands”—brands that are not tied to a particular product, but to the delivery of some type of service—educational services, healthcare services, energy services, engineering services, consulting services, etc.

Developing and maintaining a strong brand for a service is, in my opinion, significantly more challenging than developing and maintaining a strong brand for a product. Why? (more…)

Companies That Stand the Test of Time: What Does It Take?

Tuesday, June 8th, 2021

Vinyl records. Audiotapes. Typewriters. Carbon paper. That white stuff that Mike Nesmith’s mom invented that we used to use to correct typing errors. Rotary phones. The Post Office (well, not yet…). Look back over the past 10, 20 or 50 years, and you’ll find countless examples of products and services that simply no longer exist — or that have morphed into something else. Products and services that, for whatever reasons, have become obsolete.

We tend to think primarily of obsolescence being driven by technology, and that certainly is common these days. But obsolescence can occur due to non-technology-related impacts as well. (more…)

Graduates: Some Important Tips for Building Your Personal Brand

Tuesday, May 25th, 2021

A hot topic in recent months, perhaps due to the pandemic and sudden interest in pursuing new job and career opportunities, seems to be “building a personal brand.” We work with a wide range of entrepreneurs, independent consultants and others who are adept at building what they refer to as their “thought leadership.” In truth, though, what they’re really doing, is building their personal brands. We help them do that and we also speak and write regularly about the topic.

Building your personal brand doesn’t start after you’ve already established yourself in your career, or at least it shouldn’t. As we like to say “your reputation precedes you.” And, for good or ill, it precedes you whether you’ve been paying attention or not. (more…)

Should Brands Be Political Online?

Wednesday, September 30th, 2020

Women considering yes, no, maybe optionsWith the election cycle in full swing and plenty of polarizing issues being talked about in both traditional and social media circles, many brands are wondering whether they should weigh in on these discussions, or remain silent. It’s a legitimate, relevant, and important question. As with many important questions, though, there is no easy answer.  (more…)

This is Not the Time for Blatant Sales Pitches, But Don’t Lose Touch!

Tuesday, April 14th, 2020
With millions of people out of work and countless businesses shutting their doors temporarily, or even permanently, many businesses are wondering whether they should maintain their marketing communication activities.

Our Advice: Yes, But…

(more…)

Don’t Let Go of Your Brand Promise

Friday, April 10th, 2020
One of our clients in the health care space has been focusing her communication efforts with health care organizations on reminding them to maintain their focus on the brand promise. This may not seem like the time to do that. We agree with her, though, that it is.

(more…)

Things You Can—and Can’t…—Do to Upgrade Your Brand

Wednesday, February 12th, 2020
Brand audits and brand evaluations are two areas that we particularly enjoy when working with clients. Why? Because, when done well, it’s very high-level and very strategic work. And, because having a clear and well-defined and well-executed brand is fundamental to everything a business does and its ultimate success.

(more…)

Let It Snow! Big Brands Risk Failure When They Rely on Third Party Partners

Thursday, December 19th, 2019

by Justin Grensing, Esq., MBA

Just in time for Christmas, Walmart Canada provides a great example of how aggressive sales expansion can tarnish a company’s brand.

There is a natural conflict that exists between sales growth and brand protection. As sales expand—whether geographically or in terms of volume of goods or number of customers, etc.—it is harder and harder for companies to maintain tight control over the products and services carrying its name and impacting its brand. (more…)

Peloton: The Latest Example of Consumer Outrage Over Ad Content

Tuesday, December 17th, 2019

Occasionally companies and their advertising teams will find themselves in hot water for controversial advertisements or campaigns that set out to be edgy or funny, but push the envelope a bit too far. Consider, among the many examples, Bacardi’s “ugly girlfriend” ad, Burger King’s sexually suggestive “Super Seven Incher” ads and Dove’s “Before & After” ad showing a transition from a black to a white woman.

Likely these companies knew they were taking a risk in putting those ads out there but didn’t fully appreciate the likelihood of the level of potential backlash. But sometimes ads not intended to contain any type of offensive content still manage to offend. (more…)