in the media

It's crucial to ensure that every contact your company has with its market is consistent so you present a clear and unvarying sense of what you're all about... As the CEO-come-Chief Brand Officer of your company, it's your job to set the "brand foundation" with these seven elements so every decision-maker in your firm understands what your brand stands for and how to communicate that... Read more

Consumers can't possibly take in the thousands of marketing messages directed at them, so they filter out most of them. To get past such filters, you'll need a message that's different, relevant and intriguing. One of the best ways to do that is to use new words and phrases as fresh and compelling as your product or service must be. Here's what you can learn from the masters of new marketing vocabulary... Read more

You could be killing your brand by failing to get the 'trivial' details right when you interact with customers.

Donald Burr, CEO of the former People's Express discount-airline pioneer, liked to tell his staff: "Stains on our coffee trays mean we don't maintain our jet engines." Little things say big things! A brand isn't the logo or the advertising, it's what people think of you. And that comes from thousands of touchpoints and interactions they have with your people, products and services in every location and at every moment... Read more

Ways to target key potential clients that actually work and don't cost a bundle.

Whether your business is big or small, here are cost-effective, powerful tools that should form the foundation of every good branding effort. A brand is what people think of you, and, if done well and consistently, these five items will help your firm gain space in the crowded brains of your customers and prospects... Read more