Luxury Brands – The Online Challenge To Be Upscale

A friend who was writing a dissertation asked me to respond to a few questions on digital marketing for luxury brands. Herewith are the questions and answers I gave. Q: Is it vital for luxury brands to go beyond having a mere online presence (i.e. a Facebook page), and really make an investment in their digital…

Google Alphabet: Spelling Success With Alphabet – Lovable Or Hatable?

I’m still considering Google’s change of name to Alphabet. Yes, I’ve read the explanatory press release and many pundits’ opinions. Yes, I realize that Google has spawned businesses far removed from the familiar search engine/media platform we have come to know and love. Yes, I agree there are likely to be many new initiatives and…

Significant bakeries – How to turn your SMB into a significant enterprise

Branding is everyone's responsibility When I am talking about branding with smaller company (SMB) leaders, I often find the interest level in their own brand to be, at best, primitive. I hear statements such as: Branding is not relevant for my size of business; I have too many other things to do; or I already…

Significance 1-2-3 — Evaluating meaningfulness and the true significance of your enterprise

"Oh yes, that's super important," this product marketer said to me, referring to the position of the bottle of shampoo on the shelf. Hum, I thought to myself. How important is important? As more and more brands work to connect with their customers and employees, there is an inevitable need to establish significance or meaning in what…

Feedback loop – How and why companies can raise their game

The larger brick & mortar companies that are transforming into the digital era typically have their hands very full. It is a tricky path to weave, maintaining the current business flow, while fundamentally changing the longer-term mindset. The leadership teams are working on such topics as creating a single customer view, leveraging big data, creating valuable content, integrating and/or upgrading…

Living the brand within a corporation

There is corporate strategy, then there is brand strategy. There are corporate communications and corporate shareholders; then there are employees and customers. There are corporate values, policies and procedures and then there is innovation, digital and customer centricity... There are corporate positions and responsibilities. And then, there are people. How are they living the brand?…