BUILD YOUR BRAND OR LEAVE MONEY ON THE TABLE
Let’s start with this: your brand is not your logo or your color palette. It’s the perceptions and feelings people have about you, it’s what people say about you to others. Your brand is a relationship first, not a font. To earn that relationship, brands must have meaning, purpose and saliency.
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Starbucks, Racial Bias And A Brand Death Wish
Sometimes I just can’t understand what the hell is wrong with people, and this incident at Starbucks is a particularly disturbing example. Sadly, it’s testimony to how far humanity has yet to go to shed prejudices and biases that stifle us from being a unified planet. Last week, a Starbucks manager in Philadelphia called 911 because
Read MorePolitical Correctness, Branding & Crappy Ads
Our psychological relationships with brands and the resulting brand equity is one of those amorphous concepts that’s always been hard to quantify. Nevertheless, successful investors know the benefits of a strong brand are undeniably real. A brand is a company’s most enduring asset. Properly nurtured and leveraged it has tremendous financial value. A powerful brand can enhance valuation, improve transaction multiples, lower the cost of capital and grow revenue.
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A Brand-Crushing Content Strategy
There are some obvious rules for good content, like make it useful and relevant. Give me something that makes my life better. Or entertain me, make me cry, laugh or ponder. Teach me something. Whichever direction you take, you have to deliver value. If I sacrifice my time to engage with you, you better do at least one of those things because if you’re not, you are wasting my time. I mean, who chooses to engage with content so they can spend time viewing a self-aggrandizing ad.
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The Elephant In The Conference Room
A type of cognitive bias, confirmation bias is a challenge for businesses that often negatively impacts performance. Smart C-Suites know this bias well. Confirmation bias is the human tendency to search for, favor, and use information that confirms one’s pre-existing views. Confirmation bias eliminates challenge and free thinking becoming negatively endemic by encouraging accepted conformity in decision-making
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