Product innovation? Check. Secured distribution? Check. Market Need? Check. Competitive Position? Check. Appropriate Price? Check. Now what? Cue the first planning meeting…. Long Pause. Well, definitely a website. Yep, and we’ve got to have good sales collateral for the trade. We won’t sell anything without some awareness. How ‘bout a TV spot! No, wait,...
Toyota’s recent woes are a stark reminder for any premium brand: bad things can happen to the best performers, and when they do, you must be ready to act quickly, confidently and decisively. For decades, Toyota has basked in the glow of one of the true gold standards in brand image. Say the name...
What is the best way to start an online conversation? Once it starts, how do you keep it going? Both the questions and the answers are deceptively simple...
Social Media - Here to stay or gone tomorrow?
Although most discussions of "assets" revolve around things like cash, inventory and physical property, your brand can be an equally (if not more!) valuable asset to your company's financial future.
In this famous quote from Hamlet lies an important truth about marketing premium brands. You must know who you are, and you must not deviate from that identity. As Seth Godin suggests , being unsure of your identity may endanger the future of your brand. In general terms, we see three categories of brands...
