Conventional wisdom tells us branding is for external communication ant it aims to influence current and prospective customers. But this view of branding is too narrow. Branding should (and is) used on a large scale in order to attract and retain talented people in your company. Actuals and potential employees are also part of […]
Entries from June 2006
Using Branding to Attract Best Employees
June 2nd, 2006 · No Comments
Tags: Internal Branding
On Brand Loyalty and the Future of Branding
June 1st, 2006 · No Comments
“Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied. Some brands will be so strong that they will exist independently of specific products and services. Other brands will make a splash and then disappear. And a new kind of ‘generic’ brand will emerge: not bland, low-priced generics […]
Tags: Branding
Infuse the Brand Into Consumer Culture
June 1st, 2006 · No Comments
From Fortune 500 companies to government agencies, branding can be poorly executed and frightfully expensive.
[Re]-branding doesn’t mean recycling with new slogans and logos, it means a comprehensive do over. And establishing a brand is only the beginning, as advertising, marketing and public relations follow with even bigger budgets to extend the brand and infuse […]
Tags: Re-Branding