Brand Blog
METEORIC CHANGE IN MARKETING
January 31, 2016
Marketing continues to be transformed – or is it? The discipline of marketing has fundamentally changed as a result of the massive amount of consumer information now available. Not a new theme but the point is that we now know more about our customers than ever before. The ability to connect the dots with big data… [read more]
The Fundamentals of Brand Management: Marketing Planning
November 9, 2015
I had the privilege of developing and delivering a seminar on the “Fundamentals of Brand Management” for the University of Toronto. It was challenging to condense 25 years of brand management and marketing experience into a two-hour seminar. I decided that focussing on how to develop a brand and marketing plan would be most helpful… [read more]
6 Branding Tips for Canadian Associations
August 17, 2015
Did you know that there are 70, 000 associations registered in Canada, the vast majority formed within the past 10 years. Most Canadian associations are member-driven, with members paying an annual fee and or contributing their time on a volunteer basis to further the goals of the association. Given the size of the association playing… [read more]
Brand as a Reflection of Society and a Colourful Benchmark of History
June 17, 2015
Earlier this month, I had the opportunity to visit the Museum of Brands in London, England while at an international symposium on brand management and measurement. The Museum of Brands boasts a collection of over 12,000 brands as represented by packaging, posters, toys and games. Given the roots of modern day advertising in London, the… [read more]
What Leaders can Learn from Howler Monkeys
April 3, 2015
I was traveling in Costa Rica a few years ago where I had the pleasure and amazement of hearing the howler monkeys daily at dusk and dawn. I was curious to learn more about their very distinctive call. As it turned out this was the leader of the howler tribe’s way of staking out their… [read more]
The Improv of Branding: Authenticity
February 19, 2015
The SNL 40th hosted by NBC last Sunday was a 3.5 hour marathon of skits that provided a feast of comedy, quirky actors and more. Just being in New York City over the weekend made this comedy milestone more real to me. As I walked past Rockefeller Center Saturday evening watching them set-up the red carpet tent…although… [read more]
How to Build a Better Marketing Plan
January 26, 2015
The key to a successful marketing plan is to clarify your business goals and your brand positioning in advance of building your marketing plan. This may sound simple but it really requires a step back with some objective evaluation, which can be challenging when you are immersed in the day-to-day management of your business. To… [read more]
How to Build Brand Ambassador Programs in Your Organization
November 27, 2014
There is a lot of talk about the need for employer branding programs to ensure recruitment and retention goals are met and to build and communicate brands especially in this age of digital and social media. The following article outlines the fundamentals of building an effective employer branding program through a Brand Ambassador program. Employees… [read more]
The Power of Brand Naming and Name Generation
October 28, 2014
When you think of Tesla, several images pop into your head, some of which may be associated with the scientist, while others with the electric car vehicle manufacturer, Tesla Motors. Similarly, when you think of Facebook, there is no confusion about what comes to mind (the online social media platform), but there is also a… [read more]
7 Frequently Asked Digital Branding Questions
September 17, 2014
The answer is not so simple – as with many other things, it requires trial and error. First, it’s important to recognize what it is that you’re interested in and want to measure. Second, you need to keep in mind what your end goal is. Some examples include unique visits, click through, time spent on… [read more]