Beyond AIDA: Brand salience and resonance
Back in the 90s, I used to ask why we were doing an ad? The answer was inevitable ‘awareness’. After ...
Tag: branding
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. It consists of one ...
Values: Tearing down the posters on office walls
Values are a relatively new addition to the pantheon of corporate philosophy, supplementing the traditional vision and mission. More than ...
Brand parity. Can good enough be good enough?
My journey into branding began when working in ad agencies, with questions I had about parity. If two products are ...
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 entered my mind which ...
The brand and corporate philosophy
I have a slide on the brand’s relationship to corporate philosophy, among my presentation material. It’s the first slide in ...
Why  personal branding for executives is important
In today's dynamic and fiercely competitive business landscape, the role of personal branding for executives has become more critical than ...
Marketing and branding walk hand-in-hand
Somewhere in the sillier parts of LinkedIn, there are troublesome memes that say that branding and marketing are separable. Here’s ...
