A powerful brand story, when executed well—builds trust, connection, and loyalty with your audience. In Part A of this post, we talked about authentic brands and how they live and breathe their story and how it’s reflected in their core essence—what they stand for and how they show up. You trust their story because you …Read the full article…
Is Your Brand ‘Cognitively Resonant or Dissonant’?
I am continually amazed at how many brands espouse to certain values and a way of being only to be disappointed when they don’t live up to what they say they are. When we live by our values, we reaffirm what we stand for to our employees and customers. When we don’t live by our …Read the full article…
DEMAND FOR YOUR BRAND
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.
