Tag Archives: brand development

Lessons B2C and B2B Companies Can Learn from Smart Brands

In February of this year, I met with 35 brand certified peers. During our time together, we shared some of our favorite brands and talked about why those brands stood out to us. My favorite brand was Disney because of its family-oriented focus. It’s about making people happy: its stories have happy endings and its … Continue reading Lessons B2C and B2B Companies Can Learn from Smart Brands

5 Marketing Myths that Cost Companies Customers and Sales

    There are dangerous marketing myths that are currently holding companies back from increased profits. The truth is, good marketing is integrated and includes a blend of social media, brand development, advertising, public relations, and website and search engine optimization (SEO). Many companies are still struggling to incorporate essential aspects of digital marketing into … Continue reading 5 Marketing Myths that Cost Companies Customers and Sales

Engaging employees to live the brand

The Chief Marketing Officers Council and Executive Networks Inc. collaborated in 2015 to produce a report titled, “Making the Workplace a Brand-Defining Space.” The report explored ways in which marketing and human resource leaders could engage employees to bring a company’s values, ethics, commitments and qualities to life within the organization. What I loved about … Continue reading Engaging employees to live the brand

Brand Value Pyramid: Visualize where your brand stands

The Brand Value Pyramid is a tool for CEOs to visualize company brand value. It illustrates some of the most common brand assets. To assess your company’s brand value, start at the bottom of the pyramid and continue upward, going from lowest to highest value. Brand features/attributes Most brands offer a suitable price point. Price … Continue reading Brand Value Pyramid: Visualize where your brand stands

The Big Brand Misconception

  Many CEOs and advertising professionals struggle with understanding what “brand” is. We’ll give you a hint: It’s not a company’s logo, colors, jingle or advertising campaign. As company leaders, it is important that you know what exactly it is. A brand is what sets Coca-Cola apart from Pepsi and Ritz-Carlton apart from Holiday Inn. … Continue reading The Big Brand Misconception

Why the strategic process of brand differentiation matters

By Kelly Borth, Chief Strategy Officer at GREENCREST It’s no secret that every company strives to stand out with memorable marketing and advertising campaigns. It is also no secret that many CEOs and advertising professionals struggle with understanding what “brand” is. As company leaders, it is important that you know the answer. A brand is … Continue reading Why the strategic process of brand differentiation matters

Simon says — The why factor is often a game changer

By Kelly Borth, Chief Strategy Officer at GREENCREST Do you know why you get out of bed every day? Do you walk through your office door with a dance in your step? Do your employees know why they go to work every day? Do they execute with purpose and enthusiasm? Does your team know why … Continue reading Simon says — The why factor is often a game changer