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Archives for Tag: brand

What Does Your Brand Sound Like?

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Branding is one of the top concerns of CEOs and CMOs, and smart firms are investing as much as ever on branding initiatives — even online. For instance, back in August, eMarketer reported that in the digital area alone, U.S. advertisers will spend approximately “$17.46 billion on branding, or 41.6% of total digital spend. By […]

Demographics are dead: the new, technical face of marketing

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Over the past five years, marketing has transformed from a primarily creative process into an increasingly data-driven discipline with strong technological underpinnings. The central purpose of marketing hasn’t changed: brands still aim to tell a story, to emotionally connect with a prospective customer, with the goal of selling a product or service. But while the […]

Taking Your Brand Global Is Easier Than You Think

There’s a prevalent myth that I’ve encountered repeatedly in my years advising companies with intentions of going global — that it’s a massive project, one that takes extensive advance planning, and one that only the largest companies can pull off successfully. This conclusion is understandable. After all, it’s hard enough to build a business within […]

The Innovator’s Straitjacket

Woman Confined Behind a Chain-Link Fence

Consider the straitjacket. It was invented in the early 18th century in France as a way to stop people with mental disorders from hurting themselves. It does its job well, but a person in a straitjacket also loses the ability to do many other things, particularly creative tasks that require typing, drawing, manipulating objects, and […]

Monitoring the Conversation; Managing Your Brand Reputation Online

By Carlo Pandian Reputation is everything is everything in business, and nowhere is this more true than online.  While online retail is one of the few growing segments in the economy (local, national or global), building trust and maintaining it is a hard task for start-ups and established businesses alike. Brand is not always enough […]

How These Small-Time Brands Made It Big

If you’re an entrepreneur, you know that things rarely go as planned. Many don’t survive the “Valley of Death” stage, when start-ups scramble for funding, resources, and customers, while still trying to get traction for their business idea. And yet some entrepreneurs hit it big and transform a business idea into a big brand. What […]