Brand Haiku #20: Naming Your Brand
It is very expensive to change the name of a brand. Customers are lost. Markets become confused....
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Podcasts de advantage
Brand Haiku #19: Why Brands Fail
When the brand fails, the business fails—because customers buy brands not companies. There is a...
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Brand Haiku #18: Iconic Brands
People, places, and companies become brands. The most successful brands become icons. They...
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Brand Haiku #17: Smaller Brands—Smaller Data
Big data—quantitative research—is the province of big brands. Smaller data—qualitative...
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Brand Haiku #16: Brand and Financial Portfolios
In order to realize the desired investment objectives, financial portfolios are built with...
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Brand Haiku #15: Brands and Counting
It is said that for most of human history, we have counted as follows: one, two, three, many. A...
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Brand Haiku #14: Brands and Their Personalities
In the mind of the customer, a strong, favorable, and unique brand personality differentiates a...
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Brand Haiku #13: Brands That Self-Heal
General Motors selling cars with known defects. Major League Baseball players abusing steroids....
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Brand Haiku #12: Brand and the 3 Cs
Brand. Company. Competition. Customer. Your Company: brand defines the promise your company...
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Brand Haiku #11: What are Brands Best at?
Creating choice—you cannot be chosen unless you are a choice Simplifying complex purchasing...
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Brand Haiku #10: Who Needs a Brand?
Shareholders don’t. They invest in mutual funds that own hundreds of companies. Employees don’t....
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Brand Haiku #9: Brands are About Sacrifice
There are over one million words in the English language. And every word has a unique meaning....
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Brand Haiku #8: How Much is Your Brand Worth?
We have been repeatedly taught about the resistance of any intangible, such as a brand, being...
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Brand Haiku #7: A Commodity Plus a Brand = A Premium Price
An orange ... is an orange ... is an orange. Unless, of course, that orange on a tree just...
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Brand Haiku #6: Your Story of Origin
Just about everything you say about your business can be copied by competitors. Except your...
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Brand Haiku #5: Business Begets Brand. Brand Begets Customers.
Business strategy creates an offering. Brand strategy creates customers for that offering....
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Brand Haiku #4: Brands Influence. Brands Compel.
Brands influence what customers think and feel—how they see themselves and their roles in the...
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Brand Haiku #3: Brands Mitigate Product Development Risk
In the mind of the Xerox customer, the brand is not elastic enough to stretch from office copiers...
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Brand Haiku #2: Why Customers Choose a Brand
Consumers choose one brand over another because the customer-benefits are relevant and...
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Brand Haiku #1: Sustainable Differentiation
Your competitor set is a primary source for sustainable differentiation. However, too many...
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