Brand Strategy

OMG, It’s a “Transmedia” Problem

December 2, 2011

Yes­ter­day I blogged about an emerg­ing chal­lenge fac­ing small busi­nesses — adapt­ing their web con­tent so it’s more usable and acces­si­ble for peo­ple who use smart­phones or tablets to go online. It’s amaz­ing what you can learn in a day by sim­ply focus­ing your atten­tion on a busi­ness issue. From Jakob Nielsen, the usabil­ity guru, I’ve […]

Tagged as: Brand Strategy, content strategy, transmedia design, user experience

Revised on January 16, 2012

Apple Strategy & Corporate Culture — Proven Success Formula

June 20, 2010

Apple has earned the rep­u­ta­tion as one of the most admired brands — and envied com­pa­nies — in the world. For the third year in a row Apple ranked as the world’s most admired com­pany, by the high­est mar­gin ever. But this didn’t hap­pen overnight, and it’s not just because Steve Jobs is one of the world’s most admired CEOs. There are sev­eral fac­tors that account for Apple’s con­tin­u­ing suc­cess as a mar­ket innovator.

A key ele­ment of Apple’s strate­gic play­book is

Tagged as: Apple, Brand Strategy, consumer delight, corporate culture, corporate purpose, strategy

Revised on March 28, 2011

Learning from Parisian Shop Windows

November 13, 2009

I love strolling and win­dow shop­ping in Paris. There’s a spe­cial mys­tique that win­dow dressers in Paris employ that brand teams and mar­keters every­where would do well to emu­late. Shop win­dows in Paris do a won­der­ful job of con­vey­ing the idea of what’s being sold — of con­vey­ing the brand essence, help­ing you envi­sion how […]

Tagged as: Brand Strategy, merchandising, Paris

Revised on November 16, 2009

“Brands in Public”: A Forum for Conversations">“Brands in Public”: A Forum for Conversations

September 25, 2009

I love the idea of con­ver­sa­tional mar­ket­ing, and applaud the inno­va­tors who are try­ing to fig­ure out more scal­able ways to put it into action. A tweet today from Jere­miah Owyang led me to an inter­est­ing new offer­ing from mar­ket­ing pun­dit Seth Godin, one that puts brands in a social media context.

Tagged as: Brand Strategy, conversational marketing, Seth Godin

Revised on September 30, 2009

Apple’s Secret Sauce

July 7, 2009

These days it seems every­one wants to imi­tate Apple, but few really know what it takes. This post exam­ines some of the key fac­tors that set Apple apart, from the per­spec­tive of a per­son who has worked with or for Apple since 1983. From design to prod­uct strat­egy to brand and employee val­ues, it’s a hard act to follow.

Tagged as: Apple, Brand Strategy, creativity, design strategy, innovation

Revised on April 15, 2011

Business Purpose – Brand Context

July 3, 2009

Ear­lier I blogged on the pur­pose of a busi­ness and the prob­lems that can arise when orga­ni­za­tions lack a clear sense of pur­pose, or when they define suc­cess nar­rowly in finan­cial (shareholder-centric) terms. Today’s post focuses on busi­ness pur­pose and its links to cor­po­rate brand strat­egy. In the con­text of brand strat­egy, pur­pose ener­gizes the […]

Tagged as: Apple, Brand Strategy, corporate identity, corporate purpose