What can Apple, Trump, and Christianity reveal about building unshakeable brand loyalty? We think we are in the business of selling products. We aren’t. The organizations winning the decade are building congregations. Building Belief Systems. How does Apple command loyalty…
By Ian Duncan In the last chapter, we unpacked the CEO’s change equation: Momentum = Mass × Velocity (P = MV) Where Mass = how many people and priorities you can get moving together Velocity = whether they’re all moving…
By Sandeep Vasudevan, Partner at Presciant, a Brand Strategy and Valuation Firm Brand equals trust. And in agriculture, trust decides what gets planted. Agriculture brands are especially critical. Yet the agriculture industry systematically undervalues the very asset its customers care…
I would like to thank the Marketing Club of New York very much for the Silver Apple award, which I received last night. I was surprised, delighted and honored. It came totally out of the blue, since I’ve had no…
By Sandeep Vasudevan, Partner, Presciant Let’s be blunt. If your marketing budget is like most, it isn't strategic. It's inherited. Last year’s number, nudged up or down depending on mood, margins, or whether the CFO had caffeine that morning. We…
Senior marketers spend careers telling the world why brands matter. But as we sit down to Thanksgiving, it’s worth asking a more uncomfortable question: If your brand were a guest at the table, would people be genuinely grateful it came…or…
by Chidera Nwogu Unencumbered by inertia and existing ways of working, Africa is leapfrogging ahead of the world, leveraging the latest technologies to great effect. This is our second article on the brand dynamism of Africa. The last one highlighted…
by Nikhil Gharekhan, Managing Partner, Presciant The power of a hospital brand is highly relevant to marketers today: Speaking with executives at this year’s SHSMD conference, I felt deep angst among marketing professionals in healthcare in the US these days. The…
by Ian Duncan Every CEO knows transformation depends on momentum. Few can explain how to create it. Here’s the equation that changes that: P (momentum) = M (mass) × V (velocity). It’s physics. But it’s also the hidden math of…
by Lisa Merriam Your hospital system brand is a powerful, often underused tool. Indeed, the concept of “brand” is often misunderstood and undervalued. A brand is more than merely a logo, advertising campaign, or tagline. Viewed in total and used…