How a Brand Audit Could Revitalize the Democratic Party
Since the Presidential election, Trump has dominated the news with his twitter comments, controversial cabinet appointments and extraordinary views on major issues for 2017. What we don’t hear much about is the Democratic Party, and whether their current values still resonate with enough voters to be successful in the future. Maybe it should re-brand itself? This situation is similar to the challenges many brands face during their lifecycle when their appeal becomes stale or irrelevant. Because consumers, competition and new trends are always changing the landscape, a brand audit or...
Read MoreHow Storytelling Can Shape The Corporate Brand And Culture
Technology has transformed our world into a data obsessive circus where information is unbelievably accessible, connectivity is constant, and unpredictable events always surprise and engulf us. Call this extreme clutter and volatility. With so much information and multi-tasking surrounding us, it has become a challenge to restore simplicity, clarity and focus in our communications. These excessive conditions provide the main impetus for the re-emergence of storytelling for inspiring, engaging and connecting to others. Storytelling is ageless and remains the most powerful form of...
Read MoreHow Trump’s Brand Positioned Itself For Victory
Without doubt, Trump’s election victory was a shock to most people, especially pollsters, the news media and those living in urban centers across the country. In some ways, it was a contest of character between the two most unfavorably perceived presidential candidates in history. However, from a branding perspective, the compelling reasons behind each vote was more about what each candidate stood for. And this is what branding is all about – making promises that resonate with people’s intense emotional desires, to connect with them. To better understand the Trump brand and why it was...
Read MoreThe EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand meant more to Millennials than older people. They were...
Read MoreWhy Branding Is Even More Important For Start-ups – 10 Tips
True branding can be a bewildering challenge for many managers, especially entrepreneurs. Either they don’t completely understand the strategic benefits of authentic branding, and/or they assume that branding simply consists of a new name, logo and proprietary graphics. And most certainly they don’t know how to apply relevant branding principles to improve their marketing and communications, especially when faced with new competition, changing customer preferences or other market based trends. Entrepreneurs are understandably obsessed with their new product ideas. I conducted a workshop...
Read More
