Use the brand lens to ask how each management decision you make will affect your brand. If you have a strong brand strategy – one that you believe in – then, by all means, make the decision that will do the most to help you keep your brand promise.
Many organizations have brand values, yet few manage to make them real for their own teams, in a way that enables the team to bring these values alive for customers. While most brand owners see training as the solution, all too often, training can actually become part of the problem. Here’s why:
Contributors Kyle Hermans and Cheryl Hodgson discuss the AFLAC duck as a case study in brand building. Can emerging brands learn from a boring insurance company that changed its destiny with a brand driving duck? Was it a wise branding choice?
Cheryl Hodgson and Kyle Hermans begin a series of brand conversations designed for emerging brand owners as they position and grow their brands for success. In this conversation, Kyle and Cheryl explore the secret Apple Brand Sauce that’s behind the apple story.