Author Archive

An Update on Personal Branding, Courtesy of the Donald.

Over the past couple of weeks, watching Donald Trump make an initial foray into the political mainstream brought into sharp focus for me the factors involved in building a credible and successful personal brand. Now let me state up front that this is not a

The World’s Most Admired Companies—Really?

For many years, I have looked forward to studying Fortune’s Most Admired Companies. It was credible, it was influential and it translated positively into building corporate reputation. But that was in simpler times when it was possible to dominate the media

Time to Turn Up the Volume

The Brand Positioning Revolution Almost all agencies worth their salt include it as one of their core competencies. Almost every client of any sophistication acknowledges its importance. And yet, it seems to me, as an avid brand follower, that the topic of brand positioning and the accompanying benefit to the end user of meaningful difference, [...]

The Brand-Trap

The Thin Line between Being Loved and Being Loathed The ascent to brand success is an interesting ride. The upward path to growth is usually accompanied by a charismatic leader, superbly different product, strong financial performance and by newsworthiness and buzz.

Devices: The New Identity Statement

Is Technology an Important Cultural Beacon? These days, traveling, especially business traveling, has become a sort of anthropological adventure and I am not just talking about the charm of air travel. I include all forms of public transport. And one of the few benefits of being on the move is the opportunity to

Beware the (False) God of Big

I have to believe that the current Toyota brand trauma has resulted in many nervous boardroom discussions in other corporations around the world. I mean, how did one of the most sought-after and respected brands trip so badly and tumble so far. And have we even gotten to the

Can You Name Some Powerful Underdogs?

Brands that Punch Above Their Weight I’ve now heard this phrase several times over the past few months and decided to do a little detective work on the topic over the holidays. And talking to family, friends and people in the know, it is quite clear that, when asked, almost everyone can come up with