Three Trends That Spell New Opportunities To Re-Brand Cities
The internet has been a catalyst for so many changes in our values, economics, lifestyles and even geographic living preferences. Millennials, the first true internet generation, have initiated many of these changes. Their digital competency and social impact have fueled three key trends that can lead to new branding opportunities for progressive cities around the world that are eager to adapt new innovations: Millennials’ Preference for Urban Living – their passion for experiencing new events, their keen interest in entrepreneurial businesses, and their relentless search for better...
Read MoreWhy Millennials Value Experiences, Not Stuff
There is no question that Millennials or Generation Y consumers (born between 1980 and 2000) are an unusual breed, with very different values, buying habits and attitudes that confound older generations. However, the most noteworthy trend is their decreased desire to own things or buy them through traditional channels. Instead Millennials are obsessed with having a memorable experience, which will have a reverberating impact on positioning brands in the future. They are just not buying stuff like other generations. The obvious winners of this significant trend are industries like events,...
Read MoreThe Growing Risks to Brand Reputation Could Become a “Game-Changer”
We are seeing it everywhere today – social activism and the misconduct of celebrities, CEO’s or politicians which provoke both shock and anger among their constituents. It could be sexual harassment, outlandish and incredible accusations, or any kind of behavior that is unexpected and inconsistent with their personal brand image. We have witnessed this with Weinstein, Elon Musk from Tesla and several congress people recently. In every case, their misconduct has negatively impacted their personal brand reputation and even their associated organization. The growing risk from a tarnished...
Read MoreShould A Brand Take A Stand On Social Issues? When? Why? How?
Every CEO today is feeling the growing pressure to take a position on some social or cultural issue that has become mainstream in our digital, partisan world. It is a quandary for many companies. Why stick your neck out by initiating a point of view if no one has protested yet or your brand has not appeared in the news. Yes, every brand situation is different and there is never a clear path to take, but here are some pros/cons on relevant options to consider: Biggest “hot button” issues today – A 2018 study by Cone/Porter Novelli found that 71% of Americans expect companies to connect...
Read MoreWill Growing Income Disparity Force CEOs To Re-Brand?
It is an event that has been dreaded by corporate executives for years. The pay ratio disclosure rule in the Dodd-Frank law is now being fully implemented, effective May, 2018. While Congress has chipped away many of the regulations of this law, it has retained the part that requires publicly traded companies to calculate and reveal the ratio between the CEO’s compensation and the median pay of the companies’ employees. This could be a huge challenge to the brand image for these chief executives and implicitly a risk for their company brand. Income inequality had been growing for...
Read MoreThe Rise and Fall of the Trump Lifestyle Brand
The roller coaster ride behind the Trump brand and his merchandising empire over the past 20 years is a perfect example of what happens when a personal brand loses its credibility and integrity. Branding is strategic and should reflect certain promises and values that are relevant to targeted customers. Developing and communicating distinct credentials to stand out in a crowd is true for personal branding too, whether it involves a celebrity, a politician, or simply someone looking for a new job. Related to this, lifestyle branding builds on one’s personal brand, but there are inherent...
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