Two Key Words for Personal Branding Success
“If this business were to be split up, I would be glad to take the brands, trademarks and goodwill and you could have all the bricks and mortar – and I would fare better than you.” – John Stuart,...
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The 4-D Personal Brand
Brands may have originated out of a need to identify the owner or maker of an object or product, but the role of brands in marketing today has expanded. Instead being a single-dimension concept, brands...
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The Dangers of Brands Swimming Downstream
A harsh reality about brands is that there is no brand in existence that is for everyone. Some people think your prices are too high. Others think your quality is unacceptable. Yet others believe your...
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A (Re)Brand is More Than a Name
When you hear the term ”rebranding,” chances are you associate it with a change in name, logo, colors, or tagline associated with a brand. If you make those associations, you are correct more times...
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Making Brand Taglines Great Again
Today, Americans will observe a distinguishing trait of our government: smooth transfer of power. Donald J. Trump will become just the 45th person to hold the position of President of the United...
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Do Brands Live in a Parallel Universe?
Image Credit – Flickr/Chris Bentley Hardly a week goes by that we do not see a brand succumb to foot-in-mouth disease. Size of company does not offer immunity from embarrassing one’s self. Two iconic...
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Why ESPN is on a Losing Streak
As a lifelong sports fan, the debut of ESPN as a 24-hour cable TV network in 1980 felt like a tiny slice of heaven on earth. I consumed sports any way I could up to that point—newspaper, radio, TV,...
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Nostalgia is not Enough for Sears
Sears is in a fight for its life, The brand teeters on the brink of liquidation, which would lead to closing the 425 Sears and Kmart locations still open. The company is already a shell of its former...
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Gillette Calls for Men to Be Their Best: Will They Answer?
The American Marketing Association defines a brand as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Brands...
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Purpose versus Imperative
The name of the game in business is making a profit. A venture that does not generate more revenue than its expenses cannot survive long term. Stakes are incredibly high when it comes to...
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