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Nonprofit Branding: The Branding Roundtable #13

When you entertain the concept of branding you may consider it to be just a business concept, the foundation for and driver of financial value creation. More and more, however, nonprofits are also seeing the benefits of disciplined brand strategy and communication – benefits far beyond  enhancing their fundraising. To explore the challenges and opportunities Read more

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Brand Innovation: Facts vs. Fables #1

We interviewed several brand innovation firms for Branding Roundtable #12,  and during that process gravitytank mentioned having created a storybook series of lessons on innovation as a gift for clients – so we challenged them to turn it into a more widely accessible resource. They responded by bringing the previously limited-edition, print-only stories to life in fun, instructive Read more

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2015 Marketing Hall of Fame: Storied Marketers and the Power of Stories

“Let me start with a story.” That was how David Aaker started his acceptance speech at last week’s 2015 Marketing Hall of Fame induction. More a simple reality than a clever perspective, the power of story was reflected in one way or another in all four acceptance speeches, from Aaker, Vice Chairman of Prophet and Professor Read more

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The Next Generation of Brand Innovation: Branding Roundtable #12

Innovation is a recurrent business obsession, which, according to McKinsey & Company, “has traditionally swung into and out of fashion: popular in good times and tossed back into the closet in downturns.” As such, it is also a branding obsession, given that “your brand is your business” (as noted by Tim Simonds of The Kellogg Read more

Feel free to use this image, just link to www.SeniorLiving.Org  This microstock required lots of post processing to get the blue tint. I also needed a bounce card to  get more detail in the glasses.

Global Brand Valuation Firms Fire Back at Critics, Invite Debate

Image: Ken Teegardin What would you do if one of your core lines of business was called into question by a corporately-sponsored analysis… and those findings were subsequently used by a professor/consultant to describe your work as “’unproven crap?” You might do what Brand Finance did – issue a written response and challenge its critics and the entire Read more

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Collaborating for Brand Relevance: Branding Roundtable #11

Brand relevance was the topic under the microscope at the BrandSmart 2015 conference, held recently in Chicago and hosted by that chapter of the American Marketing Association.   Branding Magazine was there, to interview speakers – as in the video below – and also to hold the first live Branding Roundtable. Chuck Kent, moderator of The Read more

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How to Create a Content Brand: Branding Roundtable #10

Content marketing is not new, and not generally news anymore – but the question remains: is it just a tactic, or a strategic core for brands? I’ve written about this before, as in the article “2013: The Year Branding Marries Content?” Now, with the explosion of content conferences, agencies, consultants and Chief Content Officers, it Read more

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Brand Simplicity vs. Our Innovation Complex

This article is the first in a series on brand innovation, exploring exactly what that overused term means, what makes it meaningful (or not), who’s guiding it, and where it’s headed as a driver of brand development and performance. Researching this series, I’ve come across a large body of research, from the obvious – McKinsey & Read more

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8 Key Questions in Financial Branding: Roundtable #09

If, to any degree at all, the statement “a brand is a promise” rings true with you, then you’ll know why financial brands have been is such a predicament of late. Few sectors have suffered the self-inflicted wounds of broken promises more than has the financial services realm. That’s why, in this edition of The Read more

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Rebranding: Branding Roundtable #08

What exactly is rebranding? If the first two words that come to mind are “new logo,” or even simply “brand refresh,” please read on. In this month’s Branding Roundtable we explore rebranding as a core strategic business activity with a critical role in the lifecycle of brands (well, at least successful brands). Given the importance Read more

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