When branding for hospital systems, a brand is often viewed as a mission, logo or a marketing slogan. It is so much more. A strong, well-defined brand is the cornerstone for shaping patient experience, building loyalty and trust, and differentiating…
by Ian Duncan Brand means business. If you’re in the B2C world then you already know this – brands exist to generate revenue and profit through the products and services they support. Simple! If, however, you inhabit the B2B universe,…
In a business that absolutely depends on the expertise of its people, UL Solutions invested in their employer brand--with results that paid off. Employer branding is getting a great deal of attention and investment these days. That is because using…
If Target’s leadership had sat down and written a business plan for how to destroy brand and business value, they couldn’t have done it better. I’d like to briefly summarize Target at its apogee, what they did to go downhill…
When people talk about place branding, be it nation branding, region branding or city branding, most are thinking about logos and campaigns. They are the culmination of the many steps that go into creating a brand. Behind the witty tagline…
by Ian Duncan The subject of this series of short articles is how CEO’s can use their corporate brand as an asset in helping them succeed in transforming and growing their organization. Use of brand in this context is a…
Our marketing mix partner Market Science has written a new article for the prestigious International Journal of Research in Marketing. Stirring the pot as is his wont, Dr. Peter Cain is developing new ideas and approaches for the future. Here…
Brand matters as an untapped source of value Brand matters more than people think. Why? It is the untapped asset that has the power to deliver Alpha. What is Alpha? It’s the factor that gives companies a competitive edge and…
by Yitzchak Grant “We don’t believe in marketing.” I’ve heard this too many times. Usually from a leader who cut their teeth on the factory floor and has just set sales targets using a “make it and they will come”…
by Hecson Olguin Nation branding, the way countries present themselves externally, is deeply connected to how they shape internal perceptions, foster national pride, and influence daily behavior. Nation branding can center on symbolic leaders, political ideologies, or natural and systemic…