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…
What Ever Happened to Good Ole ‘Common Courtesy’ in Business?
Just recently I was shopping satellite television providers. It seems like every time I turn around, I’m getting tagged for some additional (hidden) cost with my current provider—which by the way, I have been loyal to for 8 years. And yep, regardless of that loyalty, they keep inching up my monthly fees and before you know …Read the full article…
Part II: AMAZING BRANDS – What they do and how they do it!
In Part I, I shared the characteristics of amazing brands and how every brand has the opportunity to reach an amazing level. I also shared a great example with Zappos.com. They have reached an amazing level by inspiring and helping other companies to focus more on building a strong culture totally invested in their core values …Read the full article…
PART I: AMAZING BRANDS – What they do and how they do it!
By Carol Chapman, Principal & Co-founder, The Brand Ascension Group Every business has a brand! Why? Because your brand is your business™! And, every brand has the opportunity to be good, bad or indifferent; or great. For many brands, being good is just fine, but for those few that really push the envelope they prefer …Read the full article…
Goldman Sachs – A Risky Practice for the Brand?
Just last week Goldman Sachs, a well known Wall Street brand that is popular with investors and most definitely profitable, was accused of fraudulent actions involving sub-prime mortgages–investments that were likely to fail and these were selected by a Hedge Fund—Paulson & Co, Inc. According to a report on MSNBC.com with Lisa Myers, the SEC …Read the full article…
CUSTOMER SERVICE MISHAPS – DO YOU HAVE A PROCESS FOR QUICK RECOVERY?
Service recovery is a big issue for many businesses. Service mishaps happen all the time, but how often do they happen in your business? Are you keeping track? When it does happen, you can’t mess around. Your employees need to be empowered to recover as quickly as possible, show the customer you care and make …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.
