Should brands be strategically managed? Or should brands simply be an organic reflection of a company’s performance? Or do both come into play? An intriguing video “IBM on Brand” is making its way around the Internet. It’s a commendable 2:15 minutes of your time. Produced by long-time IBM brand...Read More
It’s not fair, but it’s true. Upon meeting a person for the first time, we form a lasting first impression that we will carry with us until a nearly overwhelming amount of counter information leads us to believe otherwise. And it all happens within seven seconds. The saying “You only get one chance...Read More
Big hospitals know the power of brand. Given the intimate and highly individualized nature of healthcare decision making, big hospital marketing departments know that brand plays a key role in capturing market share from other hospitals, particularly smaller hospitals. That’s why they spend millions...Read More
Every year truckloads of money get spent on brand developers, brand managers, creative design firms, and other marketing groups to fashion highly effective and expensive brand logos and corporate identities. Do they work? There no question brands are important. Brands—good or bad, strong or weak—often...Read More
