I'm working on a very exciting global hospitality project and working in Zurich, Dubai and London for a few weeks. Today I got to escape for a couple hours and take the train to Lucerne (or Luzern as the locals spell it). Absolutely beautiful city...
Read Traveling (Links)
Two different concepts will be launched next year: Last year they acquired Lambertson Truex, a high-end leather-goods maker; IMO, it would have been an easier and less expensive proposition to position Truex as the high-end brand and keep Samsonite as the durable mass brand.
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Read How far will a brand stretch? (Links)
Everyone here works hard but also knows how to play hard, and we've had a terrific time. I also have the honor of working down the hall from Dave Aaker, the vice chairman of Prophet and the man who literally wrote the book(s) on brand strategy.
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Read Moving On (Links)
Five words or less. Use consumer language, not "clientese." Follow the 4D rule. These are a few of my guidelines for writing positioning statements that are compelling and executable. See if you can write your own tagline that clearly captures the essence of your brand.
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Read Succinct Positioning (Links)
But given that the average tenure of CMOs at top-branded companies is only 23 months, there?s an intense pressure to demonstrate results? fast? and often at the expense of the brand and its customers.
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Read Client/agency relationships (Links)
I think the issue boils down to a very simple question: "Who else can win?" The primary focus has always been on how companies make money... ie. how the company wins. But precious few companies contemplate how their business model can help others win too.
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Read Who else can win? (Links)
Read Heroic brands (Links)
If we're interested in how companies can act for the good of employees, customers, communities and the world, then we must choose words that are motivational and aspirational... words that define character (cause) not behavior (effect).
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Read Words and meanings (Links)
And finally there are good brands -- plenty of them -- that don't make my original Worthwhile cut but they're part of our lives. I think that purists would say: they're not following sustainable business practices or giving to charity, and therefore they don't qualify.
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Read Good vs. Worthwhile (Links)
In the next few posts I'm going to play around with the idea of a worthwhile brand. Let's all expect more from the businesses from which we buy, and expect more of the companies where we work. Marketers and executives: how can you can make your brands more worthwhile?
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Read Worthwhile Brands (Links)
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