There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and fashionable polarized sunglasses. I bought my first Maui Jim sunglass in 2008. Since then, I bought two more. As rational …
What do you stand for?
Here is a universally accepted definition: a brand as a promise. However, for a marketer to focus solely on the promise is not enough. Here is why… We previously talked about how obsessed Millennials are with making a real difference. Fortunately for the world, and unfortunately for brand managers who got caught off guard, this is a new …
4 golden rules of a powerful promise
I am a firm believer of simplicity. This blog follows the same philosophy. It is all about simplifying seemingly complicated matters and giving you correct and actionable answers. Today, we will talk about the key criteria of a powerful promise. Interbrand, the largest brand consulting firm in the world, uses four key rules. To my knowledge, …