brand planning – Brand Building and Online Marketing Blog

Category: brand planning

November 14, 2011

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brand ambassadors, brand planning, business, competitive edge, corporate culture, corporate ecosystem, customer experience

Brand management: The asshole effect

Every doctrine has to start somewhere. Even this one. Want to boost your repeat business, get tons of free referrals,… READ MORE
May 2, 2011

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account planning, brand consciousness, brand insights, brand planning, brand promise, brand strategy

A Better Business Doctrine – Part 1: Assholes are bad for business.

Every doctrine has to start somewhere. Even this one. Want to boost your repeat business, get tons of free referrals,… READ MORE
January 10, 2011

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account planning, adaptation, brand planning, brand relevance, brand strategy, branding, starbucks

Starbucks: Managing a brand’s expansion – Part 2

Problem: You have an established global brand but it is tied to a specific category. Your expansion plans require… READ MORE
January 10, 2011

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account planning, brand erosion, brand insights, brand planning, starbucks

Starbucks: Managing a brand’s expansion – Part 1

Starbucks is constantly changing their coffee packaging line to keep things fresh (pun intended?) However the changes are not… READ MORE
January 6, 2011

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account planning, brand ownership, brand planning, brand relevance, branding, design matters, starbucks

Farewell to an old friend: The Starbucks cup of coffee.

Here we go again. This week, another major consumer brand unveiled a new logo. This time around, it’s my beloved… READ MORE
November 10, 2010

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account planning, adaptation, advertising, advice, brand ambassadors, brand culture, brand insights, brand planning, brand promise, brand strategy, building value, business, commitment, communication, compassion, conversations, corporate culture, customer experience, customer relationship, customer service, Social Communications, social media, social network

Care or die: Because customer loyalty isn’t really rocket science.

If you don’t care about your customers (or as Gary Vaynerchuck would say, “if you don’t give a f*ck about… READ MORE
September 6, 2010

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account planning, adoption, brand insights, brand ownership, brand planning, brand strategy, building value, business, smart business, Social Business, Social Communications, social media, social network, solutions, strategy

Social Media program planning 101: Purpose matters

Just a quick note to start off the week: Purpose matters. Just a year ago, many of us were bemoaning… READ MORE
August 4, 2010

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account planning, adaptation, brand planning, business thinkers, competence, competitive edge, corporate culture, corporate ecosystem, creative types, creativity, curiosity, design thinking, differentiation, economic development, excellence, good advice, google, great ideas, happy employees, hiring, HR, human interactions, hybrid thinking, ideas, ideation, identity, innovation, intelligence, leadership, management, market disruption, product development, progress, rainmaking, smart business

You want results? Time to start re-investing in people

“I never knew what I wanted, except it was something I hadn’t seen before.” – Robert Altman Today is a… READ MORE
July 15, 2010

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account planning, acts of rebellion, adaptation, apple, archetypes, brand consciousness, brand culture, brand erosion, brand insights, brand planning, brand relevance

Apple’s new challenge: Transitioning from David to Goliath – BBC.com

Everyone loves an underdog. We root for them. We identify with them. And for the last few decades, one of… READ MORE
July 6, 2010

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account planning, acts of rebellion, adaptation, brand consciousness, brand elevation, brand planning, brand promise, brand relevance, building value, business

Stand Out.

Word to the wise: If you don’t stand out in some way, you’re done. You might be able to exist,… READ MORE
July 1, 2010

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account planning, adaptation, brand consciousness, brand culture, brand elevation, brand insights, brand planning, brand relevance, brand strategy

Which brands do you wish you could help shine?

We’re all passionate about at least one company. One brand. One little logo or mark that got under our skin… READ MORE
June 29, 2010

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account planning, adaptation, brand consciousness, brand planning, business, culture, customer experience, Social Communications, social media

Cultural chasms, being in irons, and navel-gazing punditry.

I spent yesterday flying back from France by way of the Netherlands, and it occurred to me, leaving Europe and… READ MORE
May 24, 2010

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account planning, adaptation, bad management, brand erosion, brand planning, pr, smart business, Social Communications, social media

Living in the past = working in the past: How not to get “brandjacked” like BP Global PR

Here’s a scenario for you: 1. Let’s imagine for a moment that you are one of the largest companies and… READ MORE
January 27, 2010

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account planning, brand consciousness, brand erosion, brand ownership, brand planning, brand promise, brand relevance, brand strategy, broken brand, building value, business

Where Do Brands Go To Die? Part 2: The Diagnosis

In Part 1 of this series, we looked at what it takes for business managers and CMOs to come to… READ MORE
December 3, 2009

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brand consciousness, brand ownership, brand planning, brand promise, brand relevance, building value, business thinkers, leaders, leadership, lessons

BrandBuilder post number 1,000 – Let’s talk about leadership

I agonized for a few days over what kind of brilliant advice I should share with you on this 1,000th… READ MORE
November 23, 2009

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account planning, adaptation, brand planning, Red Chair, social media

Finally delivering the Social Media playbook

Building a Social Media program is about more than presence, community management and engagement. And in spite of what some… READ MORE
November 5, 2009

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account planning, adaptation, bad management, being the best, brand consciousness, brand culture, brand planning, brand strategy, business, business thinkers, competitive edge, corporate culture, evolution, excellence, expectations, fix your brand, leadership, management lessons, performance, poor leadership, responsibility, smart business, strategy

Before you can truly talk about Change Management, you have to focus on achieving clear vision

I love the fact that the comments my readers leave on the BrandBuilder blog are an endless source of topics… READ MORE
October 2, 2009

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2009, account planning, brand insights, brand ownership, brand planning, management, social media, twitter

How To manage an enterprise Twitter presence: Avatars, account structure and response methodology

Keith Burtis asks a pretty interesting question on his blog today: I have been working with a few brands… READ MORE
October 1, 2009

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2009, adaptation, brand planning, brandbuilder, management, social media

My Twitter 20 Interview with Jason Baer

I had the privilege yesterday of being interviewed by Jason Baer (@jaybaer). If you aren’t familiar with Jason, he’s a… READ MORE
September 21, 2009

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2009, account planning, adaptation, brand consciousness, brand culture, brand elevation, brand insights, brand planning, brand relevance, evolution

Don’t let rigid “branding” kill your brand

Words of genius from Damon Dimmick, over at UX Magazine: “When corporate marketing departments dream of brand design, they only… READ MORE

Quote of the week

"People ask me what I do in the winter when there's no baseball. I'll tell you what I do. I stare out the window and wait for spring."
~ Rogers Hornsby

Brand Building and Online Marketing Blog

Category: brand planning

Brand management: The asshole effect

Starbucks: Managing a brand’s expansion – Part 2

Starbucks: Managing a brand’s expansion – Part 1

Farewell to an old friend: The Starbucks cup of coffee.

You want results? Time to start re-investing in people

Apple’s new challenge: Transitioning from David to Goliath – BBC.com

Stand Out.

Which brands do you wish you could help shine?

Where Do Brands Go To Die? Part 2: The Diagnosis

BrandBuilder post number 1,000 – Let’s talk about leadership

Before you can truly talk about Change Management, you have to focus on achieving clear vision

Don’t let rigid “branding” kill your brand

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