Strategic Brand Consultancy
Branding a place or a large organization is a tough task. It is difficult mainly because you are dealing with many stakeholders, each having their agendas. When I face such a situation, I always say: “In branding 1+1=11.” Particularly, for organizations with multiple stakeholders, my primary job is to have their agreement on a shared …
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 …
One of the most painful things for a brand strategist is working with an acronym brand name. They are meaningless, boring and not memorable. Yet, many of my clients want to be like IBM or GE. Any time a client of mine has billions of dollars and a 50-year commitment; I say “Let’s go for it.” …
Many companies use acronyms or initials in their names, but how well are they doing it? Learn the three tactics to make acronym brand names work.
Rebranding a firm is a tall order for you are dealing with people. Real human beings... And you are trying to change the way they behave. People would resist change for many reasons. Yet, your job is to convince them to embrace the change. At the start of every project, long before you begin to talk …
Cuba is a fascinating country. With its weather, culture and history it might be “the” country to visit. Also, Cuba is special because of its politics: unlike China, Cuba is a communist country that does not embrace capitalism. In that sense, being in Cuba is a unique and a priceless experience that you can’t have …
A beloved professor of mine from McGill, Karl Moore, is about to publish his new book: Post Modern Management. Here is an 18-minute video of him talking about the content of his book. We previously talked about some of his points but it is always entertaining to see Prof. Moore in action. Why don't you …
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. First, for a tea lover that shop is …
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 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. …
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