One of the things my readings got me to thinking about is that a brand is really just a heuristic or a mental rule of thumb. It’s a way that our lazy (or at least energy-conserving) brains use to make decisions without a lot of effort.
Life, Death & Fitting In
Why am I wearing a mask in this week’s video? Because we have to acknowledge that the marketing messages we put out there play a role in shaping the culture.
Brands Real Truths
What is a brand’s real truth? Why does it matter? In this video I share some fun examples of the deep truths that I believe live within some well-known brands.
Brands Can Change Course
When you screwed up, fix it! That’s good brand stewardship. That’s managing your equity!
The Formula For Renaming A Brand: Part 2
How can you know whether it’s a good idea to rename your brand? Last week’s video dealt with the obvious cases. But today I address what to do when the situation is more nuanced.
When It’s Easy To Rename Your Brand: Part 1
Sometimes it’s a difficult decision to make, but sometimes it’s quite easy to know that a brand name needs changing, such as when you’ve experienced a PR disaster and you need to take fast action. The recent changes in the Aunt Jemima and Uncle Ben’s brands come to mind.
Don’t Do All The Things: Part 3
Are you doing too much on social media, maybe promoting your business on too many platforms? In this video, I talk about focusing on the steps that are most important to build your business, including being on the most important social media in a powerful way, versus diluting your efforts by trying to be everywhere.
Don’t Do All The Things: Part 1
Please, for the love of all that is good, don’t do all the things in your business! In this video, I talk about a different way to think about niching down. Rather than seeing it as giving up any parts of your business, let’s reframe it as focusing in on those things that form the credible core of your brand.
Categories With Great Names
Does your category of business lend itself to great names… or not so much? I think that some categories, such as anything in the spirits industry, are just rife with incredible creativity. Others, well, the names are not so great. Categories With Great Names In this #tellthetruths video, I talk about the category of meat alternatives, […]
