By Carol Chapman, Principal & Co-founder, The Brand Ascension Group Most people have heard the term Moments of Truth. These are those defining moments when customers evaluate whether or not you Walk your Talk as a brand and declare “This is great—I’ll be back” or “Nada – don’t’ think I’ll return”. I’ve recently come to …Read the full article…
Building a brand in today’s global market is very different from what it used to be. No longer can an organization expect marketing to do the work of branding. Marketing is important for communicating and spreading your brand’s message, piquing the interest of and acquiring new customers, however, the sheer effort of marketing doesn’t create a unique culture, systems and processes, nor deliver memorable brand experiences that keep customers coming back for more. That’s why the function of brand definition and development is critical prior to the creative efforts of marketing.
Times are tough and there are a lot of unknowns. Is your employee team getting sluggish, desparate, fearful, negative? It may be time for a Brand refresher initiative that re-energizes and motivates their ownership in your business brand!
The term branding is overused and misused in many conversations. Not only has it become erroneously synonymous with ‘marketing’, but the true meaning is completely overlooked as a poweful, highly critical piece to business success! This article speaks to the misuse and defines the true meaning of the term and how educating the business owner correctly and empower them to take action!
With all these new social media tools available, which do you choose to spend your time in? How do you create consistency in your brand and ensure your brand is represented with distinction and relevancy?
Phone calls not being returned, emails not being replied back to, over promising and under-deliverying (or not at all!) are just a few of the growing issues businesses are experiencing…
What are the core values of your brand that guide your behaviors and business practices? Given the current situation, I think most people would say AIG has severely tarnished its image and most certainly negatively impacted their reputation with the payout of those bonuses given the current economic situation and the bailout money handed to them.
In the recent economic environment, our psyches are being tested daily and pushed to the ultimate limits of our tolerance. The stock markets are falling. How far? Who knows? Wall Street is falling apart. Our banks are in a credit crisis. The government is saddled with a huge bailout as ‘main street’ reels with homeowners losing their mortgages, consumers tightening their pocketbooks, employees losing their jobs and entrepreneurs forced out of business.
Learn how conscious branding practices can capture and sustain valuable market share in any economic situation
#1 Great Brands dedicate a large majority of their ‘marketing dollars’ on increasing customer loyalty versus on acquiring (advertising/marketing) new customers. Why is this? Well, we all know that it takes 5 to 7 times more time, money and effort to acquire a new client than it does to keep one. So in using this …Read the full article…