Yesterday’s post on understanding how customers see you – and what they value about you – embellishes a conversation I’ve been having recently with branding experts and internal communicators. Now, the definition of a brand varies according to the discipline and thinking of the person on the other side of Read more…
Most companies think they know what their customer thinks of them – some through customer surveys, others through feedback. But most have it wrong – because their starting point for looking at what customers say is their own marketing and branding. So the values or marketing proposition they’ve defined themselves Read more…
The second part of the series I promised on using narrative and storytelling from the slide I showed the LGComms conference earlier this year. (Part 1 was Get the Story Straight). When I showed this slide at LGComms, I knew only too well that “Branding – the stories to attract Read more…
An interesting looking article in the email from Strategy+Business: A Better Choosing Experience. As I’m still writing my Medinge piece on Branding and Complexity, it resonates strongly – I’ve been saying something similar for a few years now. In essence, one way that people talk about a “brand” is as Read more…
I’ve just been passed the details for Christvertising. I’m still not sure whether it’s real or satire. The more I look at it, the more I lean to the latter, but… As robust business models go, advertising and branding is full of smoke and mirrors, but you’ve got to admire Read more…
There are times when I get into branding and brand management. I’m not proud of it, but I also know that sometimes it’s important to think about reputation and image – and take action accordingly. Nicholas Ind, a Medinge colleague, just sent me this. If I ever, ever come out Read more…
Or creating stories that people care about I was arguing recently that branding is a much misused and misunderstood term. And I’d be the first to admit that the misunderstanding may well start in my own mind, let alone anyone else’s. But my point to my colleagues was that people Read more…
Trust is ultimately built on experience – ours and those close to us – and that experience is most often shared through the stories that we tell. It’s far easier to tell stories that reflect badly on individuals and institutions in the current social climate than it is to tell Read more…