Corporate purpose, capitals and agency
I had the luck to attend a short webinar on enterprise purpose recently. For the record ...
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Tag: branding
Third-party cookie deprecation… why it matters and where next?
If you haven’t been mixed up in SEO or don’t follow the trade press, Chrome (read ...
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Beyond AIDA: Brand salience and resonance
Back in the 90s, I used to ask why we were doing an ad? The answer ...
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The net promoter score: The brand manager’s go-to diagnostic
The net promoter score survey, introduced by Fred Reichheld in 2003, is the simplest survey around. ...
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Values: Tearing down the posters on office walls
Values are a relatively new addition to the pantheon of corporate philosophy, supplementing the traditional vision ...
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Brand parity. Can good enough be good enough?
My journey into branding began when working in ad agencies, with questions I had about parity. ...
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What’s the difference? Standing out in the selection set
For want of an academic reference, I am going to use an idea that has somehow ...
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The brand and corporate philosophy
I have a slide on the brand’s relationship to corporate philosophy, among my presentation material. It’s ...
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Why personal branding for executives is important
In today's dynamic and fiercely competitive business landscape, the role of personal branding for executives has ...
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Marketing and branding walk hand-in-hand
Somewhere in the sillier parts of LinkedIn, there are troublesome memes that say that branding and ...
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