Will enlightened consumers stop buying your brand promise?20211221184049
Will enlightened consumers stop buying your brand promise?
December 21, 20210 comments
Consumers have relationships with brands. But if they stop buying into the brand promise, it’s bad news for the relationship. Brands were created to make us happy – for a fleeting moment, ...
Building a brand with soul20210322180952
Building a brand with soul
March 22, 20210 comments
The definition of icon is ‘a person or thing regarded as a representative symbol or worthy of veneration’. A brand represents your company. So, technically, it’s an icon. But is it worthy of ven...
Everything you want to know about brand positioning.20210210010428
Everything you want to know about brand positioning.
February 10, 20210 comments
Some brand issues never lose relevance, never go out of fashion, never get ‘solved’ – brand positioning is at the top of that heap. No matter how shiny your technology, lack of prope...
Getting your brand story right… finally!20200916184240
Getting your brand story right… finally!
September 16, 20200 comments
A great brand story is pure voodoo. It ‘sticks’ in the listener’s mind better than any brand features or benefits. In fact, this makes the brand story the perfect vehicle for conveyi...
Nike, Kaepernick, and the power of a bold brand20180910032547
Nike, Kaepernick, and the power of a bold brand
September 10, 20180 comments
Nike launched a bold brand statement on Labour Day. The campaign, featuring Colin Kaepernick and the rallying cry Believe in something even if it means sacrificing everything brought in Nike’s 3...
You’re not a commodity brand. Now prove it.20170403000039
You’re not a commodity brand. Now prove it.
April 3, 20170 comments
This is the manuscript of a brand speech Marc delivered on being commodity brand, March 9th at a financial managers’ conference in British Columbia, Canada. Our world has grown incredibly small....
How to build (and kill) brand image20161115002350
How to build (and kill) brand image
November 15, 20160 comments
With the recent release of the Gustavson Brand Trust Index, I was invited on CFAX talk radio to chat about how to build brand image – and how to destroy it. You can join host Mark Brennae and my...
