Our perspectives on igniting brand promises

Articles that may help your organization's brand alignment efforts.

differentiated brands

What Makes Your Brand so Special?

Last night I had a very fun conversation with my daughter. She will be a high school senior next year and she decided to run for a class office. As she was preparing her speech for the election, she asked for some help from dad. What followed was a great inquiry about what made her special and how she could communicate that to her ...  Read More »
Brand Culture Contributes to Sales

How Brand Culture Contributes to Sales

Closing the sale is the lifeblood of any business. Often, the customer’s decision to buy, or not buy, comes down to impressions that happen at the very moment of that decision. Organizations that have cultivated robust brand cultures know that the strength of their cultures absolutely contributes to closing the sale. A strong brand culture creates a selling environment where associates are excited and ...  Read More »
magnetic brands

How Magnetic Brands Attract Customers and Employees

Magnetism – it’s that positive emotional energy that draws us in and makes us take notice. We become curious, compelled. Maybe even a little obsessed. Magnetic brands have that undeniable pull. Companies that do this well put tremendous effort into this brand magnetism, yet it can seem so easy. When we interact with these brands, we walk away with really positive feelings. It’s like ...  Read More »
brand ambassadors

Who Are Your Hidden Brand Ambassadors?

If powerful brands are built from positive experiences (which they are), then the role of brand ambassadors is one of the most important components of a good brand strategy. A brand ambassador can mean different things in different organizations. In some companies, a brand ambassador is a special employee who rallies the team, builds morale, and keeps the distinctions of the brand present for ...  Read More »
open brands

How Open Brands Communicate and Collaborate

I remember playing that old game of telephone at birthday parties when I was a kid. Sitting in a circle on the floor, the first person whispered a phrase to the next person who then whispered it to the next person and so on. The story passed around the circle as we squirmed with anticipation until the last person shared the phrase aloud. What ...  Read More »
healthcare brand

Building a Disruptive Healthcare Brand

Earlier this week I heard an interview with Warren Buffett, chairman and CEO of Berkshire Hathaway. Buffet made headlines recently by announcing his partnership with the CEOs of JP Morgan Chase and Amazon to create a disruptive solution to the ever-increasing costs of American healthcare. The initial announcement focused on a solution exclusively for the employees of the three companies. In the recent interview, Buffett expanded ...  Read More »
service recovery

Increasing Brand Loyalty Through Service Recovery

Recently I visited the drive-thru of that popular national coffee chain that people seem to either love or hate. I drove away with my drink, not thinking twice. However, a mile down the road when my coffee was cool enough to taste, I realized they screwed up my order. As someone who works with companies to align behind their brand promises, I find it ...  Read More »
unify culture

How to Unify Culture in Healthcare

One of the realities, and many would say opportunities, in healthcare today, is consolidation. Consolidation comes in many forms. Financial consolidation, operational consolidation, brand consolidation, etc. This post will focus on cultural consolidation. Cultural consolidations come in many forms and orders of magnitude. A cultural consolidation can be as simple as two different departments, or groups of workers, coming together as a merged department ...  Read More »
rule breaking brands

How Confident Brands Break all the Rules

Brands that align behind their customer promise are those that truly walk their talk. They consistently deliver what customers expect while also surprising audiences with new offerings and groundbreaking approaches to doing business. What’s interesting about many aligned brands is the confidence in which they operate. They make it seem so easy.  There’s almost a swagger – a sense of invincibility. While they certainly ...  Read More »
unmet customer expectations

When Customer Expectations Are Not Met

I spoiled myself and my lovely bride with a new car a few years ago. With all the options and complexities that go with modern motor vehicles, I decided to purchase a $2,500 extended warranty package that covered “everything” for 7 years/100,000 miles, and I also purchased lifetime synthetic oil changes. I felt reassured that I had paid ahead of time for the dealership ...  Read More »