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Marketing that gives a brand wings, even in space
On October 14th, 2012, in Roswell, New Mexico, Austrian parachutist Felix Baumgartner ascended to the edge of space—and jumped. It was called the Red Bull Stratos project and it was a spectacle like no...
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When should you launch a second brand?
There is no question that David “Patch” Patchell-Evans, founder and CEO of GoodLife Fitness, is a highly successful businessman. He has built the largest fitness empire in Canada. In 2010 “One in every...
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How to talk about your “branding” so your audience gets it?
Your branding is not your brand. These two terms are often misunderstood even by experienced marketers. A brand is a set of associations in memory linked to a company, product, or service through its...
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What is brand strategy?
I posed this question to twenty executives in a recent training session and I got the answers I usually get. Most attendees linked the term brand strategy to branding, that is to say, choices regarding...
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Brand positioning. Use a picture. It’s worth a thousand words.
“A picture is worth a thousand words” by one source is a derivative of “Use a picture. It’s worth a thousand words” and is attributed to the newspaper editor Arthur Brisbane when he used it in a talk...
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How smart brand communication can build customer affinity
I get the value proposition at the heart of the Starbucks brand experience–Rewarding Everyday Moments. It resonates with me. I know that this experience is the result of the visionary leadership of...
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What would Simon Sinek say about Canadian brands?
The business world is awash with debates and discussions about brands with purpose. Who has it. Who appears to NOT have it. I don’t believe there is a more important discussion to be having as a...
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