Careers in branding

I had the privilege and pleasure of making a guest lecturer appearance at McGill University last week. It was an enjoyable experience. I must admit I was impressed by the quality of questions I got from business students. Not surprisingly, most common questions were career related. This post is an over-simplified guide to career trajectories…

How to discover what do your customers really want?

Previously we claimed that people fly Porter primarily because of convenience and not chicness. Also, we recommended that you could force your customers to trade off attributes so that you can find what they genuinely want. Let’s dive a little deeper and see how smart guys at Bain & Company can help you. If there…

Brand as a status symbol

What is status? According to Wikipedia it is the honor or prestige attached to one’s position in society. (one’s social position) In consumer societies status can be achieved by owning certain brands. For instance, if you drive a Ferrari, you are considered as a higher status person than an owner of a Sebring because buying goods that others…

Branding lessons from a Chinese guru

There is a tea shop in Montreal’s Chinatown. Its name is Speacialtea. We found that shop totally by chance. Since then we have been regulars. There are a couple of things that make that shop special and it is very easy for your business to replicate those.

Branded customer experience

In 1999, B. Joseph Pine II and James H. Gilmore wrote a book named, “The Experience Economy.”  In a nutshell, the book argued that offering, solely, products or services is no longer enough for a brand to demand a premium. Authors claimed that, instead, brands should create memorable experiences for their customers. They went a step further…

When do you need to hire a branding expert?

When you create a new company or product: A branding expert can offer you many services including: conducting research, clarifying strategy, naming, tagline development, designing identity, business card and website design and creating customer touchpoints. When you decide to change the name of your brand: Some names don’t age well. Some names don’t have passports….

Indisputable rules of branding

We discussed that a brand is a promise . We also talked about the importance of a brand’s purpose. Defining your promise and purpose are the first steps of branding.  Next, you have to deliver your promise and create a pleasant experience for your customers.

How to conduct a 360 stakeholder audit? -3

Previously, we talked about how to identify your stakeholders and how to prioritize them. Today, I will give you some insights on the common characteristics of your key stakeholders. As you may recall, we use two criteria in assessing the importance of a stakeholder: its power and its level of  interest. Let’s analyze some of your…

How to conduct a 360 stakeholder audit? -2

Previously we talked about the importance and identification of your stakeholders. Let’s continue from where we left off. Not all stakeholders are equally important. You should focus your attention to the “key” ones. Who are they? They are the ones who can affect (and will be affected by) your branding project. You have to get…

8 ways to attract and retain young talent

According to Steelcase’s 2006 survey Millennials already make up 21% of the workforce in the US. This number will only go north in a couple of years. I assume by now you have realized that young employees are not conformists, they don’t want to play by the old rules. So, whether you like it or…