Find the latest insights, trends, and topics on B2B and healthcare marketing.
If you liked this month’s exploration of brand strength, be sure to download the white paper by Brian Davies, Movéo Managing Partner here: 10 Simple Truths About Strong Brands Building brand strength not only has great benefits, it’s essential to your company’s long-term success. Even the organizations who consider their brand built have to put […]
When you’ve been in business a long time, it’s easy to become jaded, but this never happens with strong brands. When “firing on all cylinders,” brands acquire a special patina. They develop an air that attracts, charms and influences. They pull you into an orbit and keep you there. Truth #10: Strong brands glow. Have […]
“This is one of the saddest days of my life…indeed, it is sad for the American people. Apparently, there is just not the need for our product in today’s scheme of living.” When Martin Ackerman, president of The Saturday Evening Post, spoke those words in 1969, a brand that was a weekly staple of American […]
Have you ever thought about who actually owns a brand? People tend to automatically think the answer is the company it’s associated with, but think again. Increasingly in the digital era, customers seem to have the final say. Interaction between brands and customers is evolving. Today when brands act, they get an instant reaction on […]
Have you ever purchased AppleCare, Apple’s product protection plan, to accompany a new device? If so, you’ll know it’s delivered in a box that’s austere yet still somehow elegant. Apple is the brand responsible for elevating our collective sense of design these past few decades, so it makes sense that they deem a simple card […]
Have you ever been in love with a company only to have them disappoint you? It might be in person, over the phone, or in a customer service email, but at some point it’s bound to happen. Depending on the situation, your devotion to the company might have never recovered. Brands make implicit promises with […]
At some point, brands went from recommended to required. As the importance of branding developed, companies became more adept at spreading their values. At a good company, every employee can recite the brand promise forwards and backwards. Unfortunately, talking about the brand in the mailroom isn’t the same as using it in the boardroom. At […]
Did you know that Disney has a professional development arm called The Disney Institute? It’s true. They offer organizations “time-tested best practices, sound methodologies, and real life business lessons that facilitate corporate culture change.” We know what you’re thinking. That’s a strong departure from spinning teacups. Truth #4: Strong brands s-t-r-e-t-c-h. Successful extensions as far […]
Today’s consumer is overwhelmed by choice. Being forced to make too many daily decisions – including small things like what toothpaste to buy or where to eat – can be a source of anxiety and stress. Whatever this says about our culture, the undeniable truth is that brands play a role in that decision making. […]
On Monday, we shared the first of our 10 Simple Truths About Strong Brands: strong brands are forgiven. Developing a powerful brand is an investment, but the value it brings to its company makes it worth the effort. Here’s the second benefit of strong branding: Truth #2: Strong brands know themselves. Think about today’s marketing […]
