Strategic Brand Consultancy
Donald Sterling, the disgraced owner of the Los Angeles Clippers has decided to sell his team, and Steve Ballmer, the former CEO of Microsoft placed a bid of $2 billion to purchase it. Since the NBA approved his proposal, now many people are wondering the same thing: Should Balmer rename the LA Clippers? Do they …
“Our target audience is 18-48, female and male, C1, B and A.” You might have heard a similar nonsense statement before... The above sentence is a feeble -and rather soulless- attempt to describe a "target" "audience". I am categorically against using such lingo as it's a completely outdated way of thinking. I also believe that in this day …
Are you trying to define what keeps your organization together? Do you want to discover your organizational values? Would you like to write down "the way things get done around here?" Then, read on! I am frequently asked to help brands and organizations to discover their values. Not so rarely, my clients give me a piece …
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Today, I'd like to show you step by step how to conduct a basic online brand audit. Since we are in the middle of the winter, and given that I live in Montreal, I chose “ski resorts in Eastern Townships” as my topic (Mont Sutton, Ski Bromont, Mont Orford and Owl’s Head.) I chose these ski resorts, because they …
The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here's a high level summary of its overall blog health: The Blog-Health-o-Meter™ reads Wow. Crunchy numbers A Boeing 747-400 passenger jet can hold 416 passengers. This blog was viewed about 10,000 times in 2010. That's about 24 full 747s. In …
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 …
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If you want to communicate more effectively, then there are two things you could do: First, you can map out your brand messages. That would provide you with a structure. Second, you have to write in a way to make your words stick. Here are four keys to persuasive writing. Relevance Relevance is the most …
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 …
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What is the fundamental difference between advertising and branding? While they might be amply distinct, I believe the key difference between the two is who they target. The primary -actually sole- focus of advertising is customers, which is understandable. On the other hand, branding practitioners need to have a wider concentration. They work with “key stakeholders” of an organization. Why? Because a company’s …
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