“5 Epic Crises” That Will Impact Brand Values
On June 26, David Brooks wrote a column on “America Is Facing 5 Epic Crises At Once” in the NY Times https://www.nytimes.com/2020/06/25/opinion/us-coronavirus-protests.html, which has been widely read and quoted since. We are only half way thru 2020 and already it is predicted to be a memorable and pivotal year for American democracy and business. A common thread for all these seismic changes is the transformation of values in our culture, with new attitudes, passions and desires by American people. And since rebranding is about...
read moreCOVID-19 + BLM Protests = The Rise Of Employees As Brand Ambassadors
In the past three months, two unprecedented, historic events have created seismic shifts in attitudes and values around the world: the Coronavirus pandemic and the surge of the Black Lives Matter movement, following the horrific death of George Floyd in Minneapolis. Common to both is a revitalized role of the average worker or employee for shaping our views on social injustices, plus an opportunity to enhance the brand reputation of companies. COVID-19 Hurting Service Workers Most The Coronavirus pandemic has had an enormous impact on...
read moreThe Battle For Trust: “Gut Instinct” Versus Science.
The world has been turned upside down with this Coronavirus. No one can accurately predict the future, although everyone agrees that things will never be the same. Everybody wants to be safe and healthy, plus a speedy economic recovery, but how? There is extensive confusion as we hear so many contradictory explanations. People want leadership that is credible, transparent and trustworthy. Words count, and promises are important for establishing and sustaining trust. What we have now however are two different communication approaches: ...
read moreRe-Branding For The “New Normal” After Coronavirus?
Almost overnight, the response to this pandemic has forced most people around the world into completely new behavioral patterns – e.g. lockdowns, isolation, social distancing, more frequently washing hands, online working and meetings, etc. Our traditional daily regimens have been thrown out the window. Fortunately our adapting to these adjustments seems to be working as we see new glimmers of hope every day. But what will be the impact long term from these new adaptations? In particular, will our values and behavior permanently change,...
read moreA Re-Branding Challenge: Transforming Portland, ME Into A New Tech Hub
Maine’s largest city, Portland, has become “hot” in recent years. Unemployment is only 2.2%, the food scene is creative and trendy, population growth of its metropolitan area has been strong, and Zillow rates its real estate market “very hot”. Its location appeals to active Millennials, only two hours from Boston, with a stunning coast and nearby mountains offering adventurous skiing, camping and hiking. But questions linger on whether Portland can get beyond its basic lobster and tourism business. City leaders ask what will drive the...
read moreWhy Trust For A Brand Is More Crucial Today
Our polarized, internet driven world today is filled with falsehoods, cyber attacks, misinformation and nasty accusations. All this has created an extraordinary crisis of TRUST, which is the indispensible value for successful branding. Nothing is more important to customers than a healthy sense of trust, – i.e. a reflection of the credibility, integrity, comfort, transparency, authenticity and emotional engagement with a brand. There are many types of trust-related risks for brands today but the most common are associated with...
read moreWhat Is NOT Good Value – The U.S. Healthcare System
Consumers question what is “good value” more than ever these days. This trend started in earnest in the Great Recession in 2008. In particular, Millennials with fewer job opportunities and lower income started to ask whether the promised benefits of brands were worth the price charged. In many cases, the benefit can be open to interpretation, especially for perceived gratification from high image products like fashion, cosmetics, fragrances, etc. But when the price for “standard benefits” is so out of line, then credibility and trust for that...
read moreThe Dynamics Of Emotion And Lying To Sustain Brand Loyalty
The essence of good branding lies with trust and credibility. Yet we are unfortunately living in a partisanship world that is characterized by levels of mendacity that has never been witnessed before. How can world leaders like Donald Trump, Boris Johnson, Vladimir Putin, Narendra Modi in India or Recep Erdogan from Turkey continue to lie so frequently and blatantly, and still sustain strong loyalty for their personal brand among their core base of supporters? Does this have noteworthy implications for other brands? This tendency to...
read moreWhat’s In A Name Today? A Lot – Just Ask Trump
A name is the core indicator of a brand. It is the “face of the brand”, the basis for all awareness and communication efforts. Ideally new names are designed to create an immediate impression and sustain the key values and personality traits associated with the brand. Today brevity, clarity and emotional messaging have become essential for successful marketing over the internet. A good example is how President Trump flavors his constant twitter messages with catchy nicknames that disparage his political rivals. Trump’s Obsession with...
read moreHow Millennial Skepticism Will Shape Brands In The Future
Millennials and Generation Z are becoming increasingly unsettled about their lives, their careers and the world around them. Their trust in traditional institutions (e.g. political, business, media and religious leaders) has never been lower, according to the recent Global 2019 Millennial Survey by Deloitte. Importantly their ambitions and values are very different from older generations. What will all this mean for our future? Will their pessimism deter economic growth, or instead encourage innovation and even create new opportunities...
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