Building Brand Equity

Building Brand Equity

The term "brand" is often used in reference to a company logo affixed to a letterhead, product or service vehicle. That application tremendously understates the factors and value involved in building a brand. Unfortunately, the belief that a logo and a brand are the same is an all-too-common misconception. As distinctive as a logo can be, this visual badge will have little or no branding impact on its own. The truth is that poor customer service will destroy far more brand loyalty than a logo will ever create.

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We've Climbed Onto A Rocket

We've Climbed Onto A Rocket

When my marketing communications career began in the ’80s there were few of the channels, means, and methods of communicating available today. In those early years preparedness for mobile communications meant having quarters for pay phones. When it was raining, and you needed to communicate you probably got wet. The library was in town, not on your phone. Snail mail was the default letter distribution standard. Databases were static lists that couldn’t “talk back”. Consumers were perfectly willing to buy and try rather than gathering opinion from the crowd before they purchased. An unhappy client had little influence over the behavior of future clientele. In today’s terms, it was a life led offline. Disconnected. By today’s standard, sad.

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