Archive for the ‘Brand Management’ Category
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.
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Tags: Brand Management, branding, changing a brand, establishing a brand, naming guidelines, naming your business, renaming your business
Posted in Marketing and Branding | No Comments »
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…)
Tags: brand, Brand Management, Marketing
Posted in Marketing and Branding | No Comments »
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…)
Tags: Brand Management, building your personal brand, effective brand management, elevator pitch, personal brand
Posted in Career Advice, Marketing and Branding | No Comments »
Wednesday, September 30th, 2020
With 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…)
Tags: 2020 election, brand consistency, Brand Management, COVID-19, election cycle, marketing and politics, political debate, political discussion, political rhetoric
Posted in Business Development, Marketing and Branding | No Comments »
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.
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Tags: brand assessment, brand audit, Brand Management, branding, corporate branding, employer branding
Posted in Marketing and Branding | No Comments »
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…)
Tags: Brand Management, brand missteps, controlling the brand, delivering on the brand promise, managing the brand, quality control, Walmart
Posted in Marketing and Branding | No Comments »
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…)
Tags: Advertising, Brand Management, consumer outrage, handling a crisis. media relations, Marketing, Peloton, PR missteps
Posted in Marketing and Branding, Media Relations/PR, PR and Media Relations | No Comments »
Wednesday, November 27th, 2019
by Justin Grensing, Esq., MBA
Every once in a while, a real-life situation comes up that lends itself nicely to some core marketing concepts. These serve as great teaching tools and discussion points because they actually happened, and they’re relatable. Here’s a recent example involving Krispy Kreme and an entrepreneurial college student. (more…)
Tags: brand impact, Brand Management, branding, entrepreneurship, Krispy Kreme, Marketing, pr, public relations
Posted in Marketing and Branding, Media Relations/PR, PR and Media Relations | No Comments »
Thursday, October 10th, 2019
Think your clinical staff members—primarily doctors and nurses—are the only ones, or the most important ones to impact the patient experience? Think again. Every single one of your employees and volunteers has an opportunity to influence the patient experience while on the job, and off. In fact, every single one of these individuals has the opportunity to influence patients’ choices when they are considering a new provider or care facility.
While on the job, and off. (more…)
Tags: brand ambassador, Brand Management, Customer Communication, Employee Communication, employee outreach, employees as brand ambassadors, managing customer expectations, media relations, patient expeience, pr
Posted in Internal Communication | No Comments »
Thursday, June 13th, 2019
by Justin Grensing, Esq., MBA
Earlier this year, an outage on Facebook, as well as its subsidiary services Instagram and WhatsApp, demonstrated that even the most sophisticated tech companies and social media platforms are not immune to technical challenges. In an article for Entrepreneur, Kimanzi Constable argues that the outage could hold some important lessons for content marketers and online advertisers. It wasn’t an isolated incident. Lately it seems that every week brings another outage—most minor, but all troubling.
“There is no doubt businesses lost revenue with this outage,” he writes. “For those who pay for advertising, their ads weren’t reaching potential customers. For those that rely on posting in their Facebook groups, on their personal pages and on Instagram, they lost revenue because they couldn’t use the strategy that they’ve always used.” So what should companies do from a strategic standpoint to prevent this kind of negative impact in the future? (more…)
Tags: avoiding communication blackouts, Brand Management, Customer Communication, ensuring connections with your audience, online outages, protecting your brand, Social Media
Posted in Business Development | No Comments »
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