Archive for brandindentity SmartBlogs

Business leaders act, not react. By nature they are forward-thinking and innovative — a ballast on a ship. But never before has leadership been a more critical tool, with billion-dollar brands being built overnight and distribution trending in ways we never imagined.

It’s the Internet, of course. Consumers are interacting with brands in ways that could never have been done before.[…] Continue Reading »

Brand Oprah was flying high, and then she made one critical branding failure — a failure that caused her to drop in Fortune’s Most Powerful Women list from No. 6 in 2010 to No. 50 in 2012.

The measure of any brand is its intangible value or reputation, and the intangible value of Brand Oprah has declined.[…] Continue Reading »

Hard questions about the concrete return on a social media campaign can be enough to make a marketer break out in a cold sweat. It’s not about driving direct sales, it’s about brand equity and customer service and a host of other very real forces that most people still can’t quantify. If only your clients, your boss and your co-workers could see that.[…] Continue Reading »