Drive revenue growth through re-positioning a sleepy brand

Nov 13, 2013 | No Comments

It’s no accident that certain brands continue to command a leadership position in their industries, in passionate consumer sales and in the stock market. Such companies have solid product offerings, a strong investment in R&D to maintain their innovative edge, and exceptional investment in marketing that positions their brand most ideally to their target audiences.

When It’s Time for Rebranding

Sep 11, 2013 | No Comments

With the recent launch of the new Yahoo! logo and VanityFair logo – I thought it might be a good time to revisit some of the reasons to rebrand. You need to increase relevance to your customers Your brand has a confusing or weak image Your brand has a dated look that’s not in keeping

The Global Marketer

May 14, 2013 | No Comments

I was reading a Harvard Business Review article “Join the Global Elite” and admiring the leaders mentioned for their extensive international experience and multi-lingual advantages. I travel quite a bit on business today, England… France… Switzerland…, and did previously when I worked in global marketing for UBS. While the CEO is working with the Board

A holistic view of Digital Marketing

Apr 27, 2013 | No Comments

We’re at an exciting point in the age of digital marketing, as the convergence of data brings together easy-to-read dashboards reflecting digital advertising (PPC), Search Engine Optimization (SEO) and Social Media Marketing (SMM). New measurement tools, coupled with existing website-based tracking software, marketing automation and Customer Relationship Management (CRM) software tools are providing marketers with amazing

Extend the Reach of Your Brand and Sales with Channel Partner Marketing

Apr 3, 2013 | No Comments

Much of today’s commerce is built on a go-to-market strategy leveraging Channel Partners – relationships that provide revenue for all participants and extend the reach of all brands. Whether you look at Financial Services, where a product (mutual fund, index fund or ETF) is offered through Financial Advisors, or the roofing industry where roofing products

The CEO and Social Media

Mar 26, 2013 | No Comments

Since I’ve been involved in Social Media for the past couple of years with my blog, LinkedIn, Google+, and Twitter, I was very interested to read the experiences and viewpoints of other executives in Chief Executive Officer. The article itself rambles from topic to topic, much as a true Social Media user might, starting with

Social Media …Creating or Deteriorating Brand Value

Jan 25, 2013 | No Comments

Greater economic turmoil over the past couple of years has led to a great deal of workforce attrition, and thus a significant loss of knowledge and corporate history for the company. Strong brands make a significant investment in brand standards implemented across their enterprises and suppliers, and take time to continuously measure brand consistency against

Drive Value with Brand Consistency

Jan 22, 2013 | No Comments

According to the BrandZ Top 100 Most Valuable Global Brands ranking by Millward Brown, Apple heads the list in terms of brand value. What’s too often lost during an average boardroom conversation is that 34% of Apple’s $623 billion value is comprised of an intangible asset known simply as “brand value.” While average companies become

Getting Back to Basics: Understanding What Customers Want and Need (Before They Do)

Oct 26, 2012 | No Comments

“When markets experience commoditization, what do companies do? They proclaim ‘customer centricity’ and try to differentiate themselves in multiple ways. But few companies truly know how to become customer centric and most don’t pull it off.” The above was noted in the Harvard Business Review white paper, “Unleash the Power of Marketing to Drive Innovation

Social Media as a Branding Tool For Both Company and Employee

Jan 25, 2012 | No Comments

As appeared in PRNews’ Employee Communications Guidebook Volume 3 Social media can be a powerful tool in helping to reinforce not only the company’s brand and messaging to clients and prospects but the personal brand of the employee as well. In a relationship-based environment, this is critical. The underlying foundation for success? Strong internal training