Category Archives: Branding Strategies

Can being customer-oriented differentiate your company?

All smart retailers aim for customer serviceJack Trout, along with Steve Rivkin, wrote a book called Differentiate or Die. It’s a book I’ve valued and used as my guide to the differentiation aspect of my brand audit process.

They speak of those things most marketers believe to be important differentiators for their brands that really aren’t that unique and defendable. Price is one. So are quality, creativity and breadth of line. And the one I want to address today: customer orientation. Continue reading Can being customer-oriented differentiate your company?

Employee Branding – something new or just a new name?

1-1-08-four-arms-interlocked.jpgI’ve run across this term several times lately: Employee Branding.

It seems to emanate from company human relations departments, and it has to do with bonuses, perks and benefits. The concept and purpose are derived from employee retention programs. These programs and their tools are meant to engender employee loyalty and longevity.

I applaud these programs. But I wouldn’t call them “employee branding”. Continue reading Employee Branding – something new or just a new name?

Target marketing or brand exclusivity: one in the same?

Seth Godin, one of the most insightful and innovative marketing/branding gurus around, has a blog I hardly ever miss.

Just before Christmas he blogged about exclusivity. The passage that caught my eye and resonated with me was just this: Continue reading Target marketing or brand exclusivity: one in the same?

Porsche is not a high-performance VW

There was an interview in Sunday’s New York Times with Worfgang Porsche, the elder statesman of Porsche, about their acquiring Volkswagen.

Porsche acquisition of Volkswagen imminent

One statement, the last in the article, was a quote from Mr. Porsche stating: “When we looked at the numbers, it made sense.” How often have botched and misadvised mergers and acquisitions begun life with those very same words?

The real question to answer has nothing to do with the numbers. Continue reading Porsche is not a high-performance VW

Brand MasterClass is worth your time

p-12-23-07-mootee-presentation.jpgThe slide show equivalent to UTube for videos is called SlideShare.

There you can find many presentations having to do with branding. Many are educational and worthwhile. Others are blatantly self-serving sales pitches. But it’s interesting to sift them out and get to the really meaty material.

One set of six presentations produced by Idris Mootee is of extreme value as a basic brand-learning tool. If you’ve got people in your organization who don’t know the value or the process of branding, send them here. Continue reading Brand MasterClass is worth your time

Is there a difference between corporate identity and corporate brand?

This question is addressed in a new book, Soul of the Corporation: How to Manage the Identity of Your Company. It was written by two academics, John Kimberly of University of Pennsylvania’s Wharton School of Business and Hamid Bouchikhi, a professor at International Business School in Eurpoe (ESSEC).

An interview with author John Kimberly is available at Knowledge@Wharton. But if you don’t have time to go there, here’s my interpretation of his answer to the question: is there a difference between company identity and corporate brand. Continue reading Is there a difference between corporate identity and corporate brand?