• Posts Tagged ‘Branding’

    Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.

    by  • June 8, 2016 • Branding, Leadership, Marketing, Strategy, Uncategorized • 0 Comments

    Article was by Jennifer Horn, Strategy Magazine.

    Respect_new2Nabob, you’re a feisty fella. In the ’80s, you famously smashed the paper bags of rival Maxwell House in ads to prove your own superior packaging. Not long after, you took aim at the coffee bean itself, ruling out the seeds that didn’t quite fit your strict flavour and aroma standards. And today, you’re crossing swords with society’s (arguably) pretentious coffee culture.

    Read more →

    The 2 Most Undervalued Factors in Social Marketing

    by  • April 13, 2016 • Branding, Leadership, Marketing, Strategy • 1 Comment

    404errorWhen I was in brand management, social media did not exist. But I can tell you this: I would have had a field day with this exciting medium because I valued the power of ‘big ideas’ to infuse growth into the brands under my wing. Frankly, I had no choice, because I’d worked for small to medium-sized companies competing against giants the likes of Nestle, Kraft, and Procter & Gamble. By any comparison, my brands were under-financed. But, they sure as hell weren’t neglected. 

    Read more →

    Three Words. One Big Idea

    by  • February 3, 2016 • Leadership, Strategy, Uncategorized • 0 Comments


    TEL-1353 WORDS. 1 BIG IDEA.
    The word “DO” represents resolve and action. It is an expectation placed upon us at a very young age. “LESS” is the noun that contradicts everything we see and hear in this busy world. “BETTER” is the adjective that expresses our desire to do well at whatever we undertake.

    Read more →

    Why Strategy Withstands the Test of Time

    by  • January 20, 2016 • Branding, Leadership, Marketing, Strategy, Uncategorized • 0 Comments

    pocket-watch-665856_640How often have you heard people say, “Our strategy is to become the biggest and the best?” This is not strategy. Strategy is not the what. Strategy is the how – how will you become the biggest and the best? Of course, within the realm of the definition, there are good strategies and bad ones. Good strategies help to define a company or a brand’s point of difference. But that seldom happens without sacrifice, without giving up something to strengthen the chosen niche.

    Read more →

    Knowledge Is Power. Data Isn’t.

    by  • September 8, 2015 • Branding, Human Resources, Leadership, Marketing, Strategy • 0 Comments

    man-65049_640How many times have you heard that “knowledge is power?” I’m guessing that without much thought, you readily nod your head in agreement. In every vocation, from academics to business to politics, the knowledge theorem and its power corollary is seemingly undeniable. 

    Knowledge Theorem:  Information + Knowledge = Better Decision-Making. 

    Power Corollary:  Better Decision-making = Power

    Read more →

    Stop Trying to Do More and More

    by  • August 5, 2015 • Branding, Human Resources, Leadership, Marketing, Strategy • 0 Comments

    2dPic (3)In Theodore Levitt’s The Marketing Imagination, the renowned marketing professor said there was no such thing as a commodity, only people who think like commodities. Differentiation is still the name of the marketing game. Distinction in service, image and promise allows a brand to occupy a piece of a customer’s busy mind. More importantly, differentiation is the brand’s raison d’être, its reason for being that causes customers to think of it when they are ready to shop. And when they do shop, this is the brand that goes into real and virtual shopping carts.

    Read more →

    Stubbornness and Strategy: Birds of a Feather

    by  • July 16, 2015 • Branding, Human Resources, Leadership, Marketing, Strategy, Uncategorized • 0 Comments

    canada-geese-348290_640From as far back as my days in brand management, I have held a deep affection for strategy. This might have something to do with the fact that I can be stubborn. Good strategists are also stubborn, even pigheaded. Why is that? Because without strategic stubbornness, the hard barrier lines that contain the strategy will blur. And when a brand or company’s positioning blurs, customers become confused.

    Read more →

    Change is Bad

    by  • April 22, 2015 • Branding, Human Resources, Leadership, Marketing, Strategy • 0 Comments

    earth-216833_1280Okay, so I’m going to start by admitting that my heading was a ‘hook’ to get you into this post. Here’s the deal; the notion that “change is bad” is blasphemy in today’s world of business. In fact, change is one of the most proliferated subjects in blogs, books, and social media chats. I understand why, and so do you; change is vital to progress in every field of endeavor. Without change, stagnation sets in. This explains why it is so easy for people to become caught up and desensitized by the “change is good” paradigm. Well, change is not always good. Change can be bad. Very bad.

    Read more →