Blog Posts

How CSR and Social Activism Are Defining Brands Today

Posted by on Apr 16, 2018 in Blog | 0 comments

How CSR and Social Activism Are Defining Brands Today

Brand marketing has evolved from product-centric to consumer-centric to values-centric today.  CSR (Corporate Social Responsibility) has become an essential ingredient in the marketing strategy and an integral part of the day-to-day operations of most companies.  Importantly this emerging role of CSR has expanded the traditional principles of capitalism about financial performance or maximizing shareholder wealth.   Most executives now recognize that there must be a balance between profitability and corporate responsibility. The rise of CSR...

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How Newly Energized Millennial Activists Are Shaping Brand Choices

Posted by on Mar 14, 2018 in Uncategorized | 0 comments

How Newly Energized Millennial Activists Are Shaping Brand Choices

  Already in 2018, we have witnessed traumatic events that have galvanized a surge of activism from three sources which heretofore have been either dormant or ineffective with their voices for change:  (1) primarily Millennials, led by Generation Z students from the Parkland, Florida massacre who are initiating a broad movement against pro-gun politicians tied to the NRA, (2) noteworthy brands taking a stand against NRA positions, and (3) the women’s growing movement against sexual harassment ( e.g. #MeToo initiative).  The ultimate goal of...

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The Emerging Challenges For Managing Brand Risk

Posted by on Feb 19, 2018 in Blog | 0 comments

The Emerging Challenges For Managing Brand Risk

Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations and various socio-economic trends have made the topic of “brand risk” a top priority concern for every marketer.  Traditionally politics has always been avoided by business leaders as it could lead to unpredictable problems, with no assured benefit for their brands or corporate reputation. Today it is almost impossible to avoid taking a position on many political and socio-economic issues, especially with social media ready to...

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Naming Brands – The Unsubtle (Trump) And The Subtle (Drug Companies)

Posted by on Jan 17, 2018 in Blog | 0 comments

Naming Brands – The Unsubtle (Trump) And The Subtle (Drug Companies)

Most people think “branding” is simply about creating a catchy, memorable name for a product, service, organization and even people.  However branding is much more complex.  Good branding starts with the development of a message or impression that reflects the unique benefits and characteristics of that entity, and then creating a name that ideally communicates its qualities and personality to targeted customers.  As one can imagine, there are numerous approaches and philosophies for brand naming.  Here are two contrasting examples:  Trump’s...

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How The New Tax Bill Exacerbates Millennials’ Frustration With “Brand Capitalism”

Posted by on Dec 11, 2017 in Blog | 0 comments

How The New Tax Bill Exacerbates Millennials’ Frustration With “Brand Capitalism”

“Capitalism” is really the brand of our free market economic system which has been the driving force for American commercial success since its founding.  But is it working as a fair and just system for all today?  Millennials don’t think so, especially after the 2008 Great Recession.  And now the new tax bill may become a tipping point for the Millennials’ frustration. Three years ago I wrote a blog that reflected these concerns:  “Why Capitalism Must Be Re-Branded – And How”...

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Building A Stronger Brand And Culture With “Keystone Habits”

Posted by on Nov 17, 2017 in Blog, Uncategorized | 0 comments

Building A Stronger Brand And Culture With “Keystone Habits”

  Marketing is ultimately about changing the behavior of a customer (e.g. a purchase decision).  Related to this, creating new behavior patterns of employees is also essential for transforming a company culture and brand.  With social media dominating our lives today, the behavior of company employees and external customers is intertwined, presenting new opportunities for strengthening company brands. In a recent newsletter from a friend, Rich Czerniawski, he referred to the concept of “keystone habits”, which came from Charles Duhhig’s book,...

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The Resurgence Of Values-Based Branding For Restoring Trust

Posted by on Oct 17, 2017 in Blog, Uncategorized | 0 comments

The Resurgence Of Values-Based Branding For Restoring Trust

  The scary decline of trust in all facets of our society has created a new challenge for brands:  how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers.  These trends have led to a rise of cynicism, where most Americans trust news or feedback more from “people like themselves” rather than the government, media or big business and brands.   Appealing to these distrustful customers who lack confidence and motivation has become a top priority.  The answer will...

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How Purposeful Branding Is Driving Millennials And Social Entrepreneurship

Posted by on Sep 21, 2017 in Blog, Uncategorized | 0 comments

How Purposeful Branding Is Driving Millennials And Social Entrepreneurship

The world has changed dramatically in the past 10 years, or since the 2008 recession.   Economic and job growth is coming less from traditional industry or big corporations, but more from entrepreneurial startups.    Historically this involved business entrepreneurs, but today it is the social entrepreneur that has taken center stage.   And a key driver for this trend is the emerging values of Millennials and purposeful branding. More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company...

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Should Brands Take A Public Stand On Social Or Political Issues?

Posted by on Aug 21, 2017 in Blog | 0 comments

Should Brands Take A Public Stand On Social Or Political Issues?

The year 2017 is just half over, and it is already proving to be amazingly transformative with the number and nature of emotional changes in our culture and political world.  Traditionally brands rarely get involved in social or political issues.  Bu today consumers want to know what brands stand for on such issues.  Companies are beginning to realize that an authentic, relevant and compelling point of view will help differentiate a brand from competition and define it in a way that can significantly enhance customer loyalty. These recent...

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Millennials Are Finally Taking Action In Brand Support

Posted by on Jul 26, 2017 in Blog | 0 comments

Millennials Are Finally Taking Action In Brand Support

  Marketers and political leaders have been frustrated for years with the reluctance of Millennials to actually follow up on their desires/complaints and take real action on brand issues.  As the first digital generation, their values and perceptions are quite different from previous generations. While they voice strong opinions on social and political issues, their actual initiatives to date at the voting booths and consumer brand choices have been both mystifying and disappointing. Younger consumers are very skeptical of their future, for...

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