Building Brand Value

Do No Evil. Unless You Do.

For years Google has crowed about their code of conduct, “Don’t be evil.” In 2015 they doubled down on the concept, if not the actual words, when they introduced their new tagline “Do the right thing.” As the company explains in their code of conduct, ““Employees of Alphabet (Google’s parent company) and its subsidiaries and controlled affiliates should do the right thing — follow the law, act [...]

By | 2018-05-15T18:14:22+00:00 May 15th, 2018|0 Comments

Your Brand Is Not About You.

Seven or eight years ago I found myself running into the same predicament over and over again. Our advertising agency would present our branding and marketing concepts to our clients and they would want objective assurances that our ideas would work. Although we were quick with pithy retorts to their requests such as, “Testing creative is like dissecting a frog. It’s bloody, messy, and not real good [...]

By | 2013-01-01T19:04:38+00:00 January 1st, 2013|0 Comments

Is There Life After Branding?

A few months ago I made a presentation titled Building Brand Value to a group of industrial service providers. While I spoke there were about 300 people in the room furiously scribbling notes. As soon as I finished talking, a bunch of hands went up and the crowd peppered me with questions. […]

By | 2009-07-17T21:31:00+00:00 July 17th, 2009|0 Comments