Apr 23, 2014 
When Jack Trout and Al Ries penned the marketing classic, "Positioning the Battle for Your Mind," most of the examples they used in support of their theory were domestic US cases. That never occurred to me until I began developing positioning statements for global brands. It wasn’t going well.
Apr 16, 2014 
Many business people are openly dismissive of “branding” as meaningless fluff. I agree. Twenty-odd years of brand consulting has convinced me that they're right. The word "branding" itself has no more substance than a dust bunny and about as much impact on the bottom line. That’s why if brand management means anything to your company, take this advice: Ditch the word “branding.”
1 Comment | tagged brand derivatives, brand management, brand strategy, branding | in Brand strategy Feb 18, 2014 
Wanting to do something with all your heart is great. It can bestow extraordinary focus, drive and fortitude. That’s always been the case. But in recent years this sentiment is increasingly being confused with business strategy. The word used to fuel this fallacy is “passion”.
Jan 28, 2014 
Beyoncé’s latest album release shows us how audience power is changing the rules of marketing and creating new possibilities for brands - if you are able to see it
1 Comment | tagged Beyoncé, branding, marketing, proprietary audience | in Audience, Marketing Tactics Jan 22, 2014 
As marketers continue to increase their own online publishing endeavors they should take care not to dismiss traditional media but rather embrace it as a role model for their own online marketing success.
Oct 29, 2013 
If you have ever lived with a two-year old, then you probably know that a) anything can be turned into a game and b) it’s often the most powerful tactic you have to motivate new behaviors. What you may not have considered is that our predilection for games doesn’t really go away when we get older. Thus, the rise in recent years of “Gamification”.
Post a Comment | tagged Facebook, Gamification, awareness, branding, engagement, marketing | in Gamification Sep 18, 2012 
LIKE BLIND MEN DESCRIBING AN ELEPHANT
Christopher Kenton is one of my favorite writers on the topic of brands. I first got hooked when I read his Business Week article "What, exactly, is a brand?" It was said to have sparked the sharpest response of any marketing article they’d published.
Sep 10, 2012 
THE GREATEST ENEMY OF COMMUNICATION IS THE ILLUSION OF IT
Post a Comment | tagged branding, gibberish, marketing glossary, marketing lexicon, marketing terms | in Marketing Terms Aug 24, 2012 
David included this venn diagram in his recent Fast Company article "What Every CEO Can Learn From Best Buy’s (Continued) Branding Mistakes". The article presents a great real-world brand case. Worth a read