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?…

From value extraction to value exchange – the new marketing mindset

Most of the corporate finance and marketing courses that I followed in business school back in 1992-3 talked about the need to extract value from one's activities. It is a founding principle of great branding that says that marketing is the art of adding value. Do a quick google on "extracting value," meanwhile, and you…

Why is customer centricity so important today?

In this digitally enhanced, always on and increasingly transparent world, brands that are not embracing customer centricity are likely to face more and more issues. Customer centricity is important for three major reasons (hopefully not restating the bleeding obvious): the balance of power has swung back toward customers, who now have access to more people…