Category Archives: Branding Articles

Can you beat your industry’s competitive Giant? Yes you can…

Posted in Branding Articles by Bob on April 16, 2013

OCTOBER 2ND, 2012 Beating Goliath: How Challenger Brands Can Win Often, when mid-size companies compete with their industry’s larger, global power players, they overcompensate by highlighting the ways in which their offerings are just as broad and deep as their multi-national competitors’. As a result, these companies – the challenger...

Content is critical in B2B Marketing…

Posted in Branding Articles by Bob on April 16, 2013

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B2B Marketing: Why Content is the New Creative A revolution is brewing in the world of B2B marketing. Lack of differentiation, fragmented media, complex regulation and brutal competition has turned decision making into a Rubik’s Cube for corporate buyers of enterprise products and services. To differentiate themselves in the morass,...

Taking your brand further…

Posted in Branding Articles by Bob on April 16, 2013

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MARCH 21ST, 2013 DeSandis Breindel Have You Taken Your Brand As Far As It Can Go? We’ve written before about a common trap many challenger brands fall into: to compete with the Goliath in the industry, they feel the need to focus on the ways in which their offering is “just as...

The Secret to a Strong Brand Message? Focus. Consistency. Connecting.

Posted in Branding Articles by Bob on April 10, 2013

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The Secret to a Strong Brand Message? BY ADAM KLEINBERG | March 29, 2013| image credit: Shutterstock Entrepreneurs are hustlers. We wear many hats. We’re like the chameleons of the business world, adapting to whatever we need to be at any given moment in time. It is no wonder so many of us struggle...

Personal Branding – Required in today’s marketplace…

Posted in Branding Articles, Business Articles by Bob on April 10, 2013

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4/08/2013 @ 8:05AM |17,216 views Personal Branding Is A Leadership Requirement, Not a Self-Promotion Campaign Developing your personal brand is essential for the advancement of your career and development as a leader. Unfortunately, personal branding has become a “commoditized” term that has lost its intention as people have irresponsibly used social...

Did Poor Customer Experience Ultimately Cost JC Penney’s CEO His Job?

Posted in Branding Articles, Customer Service and Your Brand, Marketing Articles by Bob on April 10, 2013

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CMO EXCLUSIVES | April 09, 2013 by Michael Hinshaw , Managing Director MCorp Consulting Last week, SEC filings revealed that Ron Johnson, now former chief executive officer of JC Penney, saw his 2012 compensation fall 97 percent—from $53.3 million in 2011 to $1.89 million last year. This set off another mediafrenzy focused on the struggling retailer’s...

Brand = Culture: How Culture can Help Your Brand Win

Posted in Branding Articles by Bob on April 9, 2013

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January 2013 Most people think that that Brand is what the Marketers do. And Culture should be left to the Human Resources department. But in reality, everyone is responsible for both Brand and Culture. Creating a Branded Culture might be a great chance for Marketing and HR to be working together, and find...

How do you talk about “ your brand ” in a way that everyone gets it?

Posted in Branding Articles by Bob on April 9, 2013

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This article raises a very interesting question…how do we convey to all in our organizations a way that they can present and talk about our brands in an affective manner…Let’s see what Ashley has to say… Ashley Konson, Posted on April 4, 2013 One of my business clients came...

7 Tips to Building a Brand for First-Time Small Business Owners

Posted in Branding Articles by Bob on April 4, 2013

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David Bakke is a small business owner based in Atlanta. He writes about his experiences and personal finance tips on the blog, MoneyCrashers.com. If you’re a first-time small business owner, you may know how to use Spoke.com to track your industry, your competition, and your customers – but how much thought have you given...

The Secret to a Strong Brand Message? Focus.

Posted in Branding Articles by Bob on April 4, 2013

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BY ADAM KLEINBERG | March 29, 2013| image credit: Shutterstock Entrepreneurs are hustlers. We wear many hats. We’re like the chameleons of the business world, adapting to whatever we need to be at any given moment in time. It is no wonder so many of us struggle when our ventures gain critical...