In the sharing economy, the customer experience defines a company’s brand. A brand is not just the brand identity and assets that the company creates. It is the feeling that users are left with after interacting with the brand. That interaction encompasses everything from using the product platform to the meeting of the provider and… Continue reading How to Create the Ultimate Gig Economy Brand Experience
If the only thing that you are posting on your Facebook business page is discounts to buy your product or service, you are wasting resources. And, you may be creating downstream problems for your business. There are several reasons why only posting discounted products on Facebook won’t work. You are not adding value to your… Continue reading Don’t Make This Silly Mistake with Your Facebook Page
How do the following recent headlines regarding workforce policies and practices impact corporate brand? Netflix to Offer Unlimited Parental Leave Intel Invests $300 Million to Improve Its Workplace Diversity Inside Amazon: Wrestling Big Ideas in a Bruising Workplace Clearly changes in the workforce have the potential to be brand-enhancing or brand-marring. It’s important that businesses contemplate how people… Continue reading 3 Ways to Create a Stronger Brand through People Management
In today’s world of the internet of everything and big data, every executive and every business owner is more concerned than ever about the ROI of every activity. Marketing leaders have espoused the benefits of a strong brand for years. Recently, more marketers have been asked to justify their activities, including brand-building efforts. Business leaders… Continue reading Can Rebranding Lead to Sales Growth?
Radio Shack’s sales dropped 10% between 2013 and 2012, a steeper drop than the 5% decline seen with 2012 calendar year results. And, operating results were the worse the company has seen in the last five years. What’s a CEO to do? On his investor call today, Radio Shack CEO Joe Magnacca announced that the… Continue reading Can Radio Shack Shrink Its Way to Profit?
Ahhhh…the allure of over 100 million viewers. It would make any deep-pocket, consumer-facing company want to throw their brand in the mix. At $4 million for a 30-second spot, I expected more from the advertisers. My quick takes on the 2014 Super Bowl commercials: What did they do for their brand? Budweiser is still King. Puppies,… Continue reading 2014 Super Bowl Ads: the Winners and the Losers