INSIGHT
THE BRAND GURU BLOG
The Risk of Cosmetic Branding – When Big Brands Fall Into the Trap
When Interbrand released their annual “Top 100 Global Brands” report a few weeks ago, it was no surprise that Apple dethroned Coca-Cola as the #1 global brand. The surprise was how far Sony had fallen (to #45) and how quickly Samsung had risen from nowhere to #8....
Developing a Brand and Marketing Strategy: 30 Days That Make a Difference
When we talk to clients, we stress the importance of “aiming” before “firing” (remember, “ready, aim, fire”?) when it comes to developing a brand or marketing strategy. Clients might be ready to invest in marketing, but when they shortcut or worse, don’t...
How to Build a Marketing Dashboard
Well-managed companies often use a business/financial “dashboard” to track their key performance indicators (KPIs). These dashboards typically measure revenue, gross profit margin, net margin, cost per unit, revenue per customer and other metrics. But what...
Avoiding Common Social Media Mistakes
So you’re ready to launch your new social media strategy. Your Facebook page is looking good. You’ve got your Twitter feed primed and ready to go. You’ve even written a few blogs. Now’s the time for a pre-launch safety check to make sure you don’t crash and...
Is Your Brand Ready for Social Media?
These days, everybody wants their brand to have a social media presence. But few companies know how to do it well. Most set up a Facebook page, Twitter account, and/or LinkedIn page. Others write blogs or post videos to YouTube. The more daring will venture into...
