Can A Niche Brand Really Stay Indie Once It Is Acquired?

There are a number of industries where the big titans seem to prefer buying up small niche brands rather than grow their own. If the internal innovation isn’t sufficient and the organic growth is not enough, the natural option quickly becomes external acquisition. This would be very much the case of the advertising business. It's also…

How To Build a Tribe – How Loyal Are You To Your Customers?

Listening to a McKinsey podcast (Hi_Tech_Podcast) entitled "Redefining the marketing landscape" and featuring Dave Edelman, I was aroused by the phrase that brands should think about being loyal to their customers as opposed to the other way around. In other words, the relationship is typically constructed the wrong way around. Brands should no longer focus on…

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…