Never Rest on Your Brand’s Laurels

Imagine Tiger Woods announcing that, because he won the US Open in 2008 and is ranked #1, he would win again in 2009. Tiger’s too smart for that (by the way, he didn’t win in 2009). He knows that presumption — resting on his laurels — would...

Treat Each Brand Like a Trademark

Have you ever applied for a trademark? I have — to officially register my unique brand and protect it from copycats. That’s key to emerging from, and remaining above, the white noise. I succeeded in getting my trademark, thanks to my lawyer’s skill...

Cerebral Selling Doesn’t Sell

It always astounds me when people opine that branding is for consumer products and that industrial purchases are made with pure logic. Neither opinion is even close to accurate. So, why would anyone attempt a “cerebral” sale? Good question. But, it happens...

Use Mirrors to Attract Customers

Window shopping is the practice of viewing, but not purchasing, the merchandise displayed in a storefront window. Such ephemeral browsing is not limited to storefronts. It also occurs on Websites, magazine ads, billboards, and TV commercials. Why? Lack of connection....

Cloud Computing: Branding Fog

When a product has inherent value and its leading purveyor brands it properly, customers will grasp and demand it instantly. Otherwise, “educational” seminars begin sprouting like weeds to fill the void. The latest example of foggy branding is cloud...
 

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