In 1997, Tom Peters coined the phrase “Me Inc.” This sparked the idea that we should strategically build our own personal brand and hone in on our unique selling proposition (USP). Peters recognized the competitiveness of the marketplace. Since then, online… Continue Reading
First, I must disclose that I am not a Millennial. I like to think I’ve helped shape them but they are neither me nor I them. If you are going to successfully build a brand relationship with the next biggest… Continue Reading
Since the Trump administration came into power, there have been more brands taking a position on political issues (willingly and unwillingly), and with a greater sense of divisiveness. As social values and politics become intertwined, consumers are expecting more from… Continue Reading
Building a brand on functional and emotional benefits isn’t entirely good enough today. Beyond the brand promise brands need to be socially responsible. What does this mean? The most common buzz words are sustainable (over used word), ethical, corporate socially… Continue Reading
Have you ever wondered why people line up for the latest Apple gadget, but not for a Microsoft one? Why do some brands become more emotionally connected to their customers than others? Why does a 149-year-old brand like Heinz Ketchup… Continue Reading