I am a Brand. I am much more than a logo, name or marketing campaign. I am sometimes a verb (when used on cattle), more often a noun. You can find me somewhere between a feeling and the organisation. I can be a promise, a principle, a point of engagement, an organising system, a...
The role of leaders within an organisation in building the brand can’t be understated. I quite simply have never seen a strong and resilient brand result if it is not driven and supported by the leadership of the organisation. And when I say leadership, I mean literally the CEO, GM, owner,...
This is not the article I was going to write. I had a whole different one started about setting expectations. But then while reading about the recent promise fail by Domino’s, I saw this: “Phil McDonald, the Brisbane managing director of advertising agency George Patterson Y&R, said the fallout was another example of...
After one too many tweets appeared in my stream using the terms personal brand and personal branding I’d had about as much as I could take and tweeted the following: “Need a twitter filter to auto delete tweets using the term “personal branding” – unless you have a hot piece of...
It’s coming up to the big daddy Hallmark holiday of the year, Valentine’s Day, so it seemed appropriate to share some love. There are a lot of brands that I like. I like what the organisations do and how they do it and that they stand for something. There are also a...
In the 2012 Interbrand survey of world’s most valuable brands three of the top 10 have been around for more than 100 years each; three for more than 70 years each; and technology rules the day for the remaining 45 years and under, with Apple, Microsoft, Google and Intel rounding out the...
Playing a bit of email catch-up over the past few days I came across an article from Inc. magazine. While not directly related to the topic of Brand and Promises, it triggered my thinking about today’s topic. The article was titled “Want to grow fast? Then slow down” and was talking about the pitfalls of...
Welcome to the sixth annual roundup of brand good, brand ugly (and brand that should really know better). So without any preamble, the clock on 2012 is ticking down so let’s dive right it – in no particular order. CommBank It’s becoming an annual event. The bank marketing (“rebranding”) campaign that is meant...
Last week at the QR National annual meeting, shareholders voted to support the change of the corporation’s name to … wait for it. Aurizon. There’s a good article about the craziness of this move at LeadingCompany, where editor Kath Walters explores what they might have been thinking – aided and abetted by yours...
In light of the Virgin Australia stake in Tiger Airways this past week, I was thinking about the promises they make. One of my issues with Tiger Airways is that they seem to want to “have their cake and eat it too” in the promises they have made. It’s a common budget airline...