Intellectual Property (IP) has an image problem. This may be why its relevance to branding is often misunderstood. If you want to create a winning brand name or are embarking on a branding exercise focus on the intersection between marketing, branding, trademarks, and IP. IP is intrinsic to business. IP must be taken on board Read More »
Before I begin this week’s blog, it is important to point out that no two successful businesses have identical stories. Each will have faced their own unique challenges, and their founders will have taken their own paths. With that said, there are undoubtedly common traits in the mindsets of many prominent businesspeople which have contributed Read More »
Happy New Year. I love January, new beginnings, fresh starts and all that, don’t you? For reasons that will become apparent I’ve decided to call this episode Stop Assuming Your Customer is A Big Sophisticated Brand As I’ve set my intentions for the year ahead I’ve decided to make some changes to the podcast. Just Read More »
If you want to take your business to the next level, franchising provides a less capital-intensive way to grow nationally and internationally. The franchisee promotes your brand by following your successful proven path, while you provide support with marketing, access to trusted suppliers, systems, and other resources. Training becomes a core part of your business Read More »
Intangibles such as the distinctive assets that you create for your brand identity, or during promotional campaigns are important to being noticed and remembered by buyers. Daniel Kahneman, who wrote the book Thinking, Fast and Slow explains how our brains are wired to use two modes of thought. System 1 which is fast, instinctive, and Read More »
The book Visual Hammer – Nail your Brand into the Mind with the Emotional Power of a Visual by Laura Ries captured my imagination when I read it back in 2013. I immediately saw the power that a visual hammer would offer a brand, so I had a graphic designer create a bull icon and Read More »
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