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The three invisible contributions of Steve Jobs

Seldom does an era come to an end so clearly as with Steve Jobs’s resignation as Apple’s CEO. His life’s work changed more than the fortunes of one California fruit company. He also showed us all how to infuse a brand with magnetic power through his three invisible contributions.

As a business decision-maker, how could you not be a fan of Steve Jobs? He launched the personal computer revolution, gave us the graphic interface and mouse now taken for granted. His iPod changed how we listen to music and the industry that creates it. The iPhone redefined the very idea of a smart phone. And then, he changed how we interact with information to begin the post-pc era with the iPad.

Along the way, one thing remained unaltered, undiluted, and undeterred.Continue Reading


Be principled
Know your boundaries. Follow your north star.

He is arguably the best recognized corporate mascot on earth. He is a marked man–or, more accurately, a marked clown. Turns out Ronald McDonald’s Svengali grip over mommies and daddies is leading them to feed kids too many Happy Meals. Absurd as it seems, that’s essentially the charge against him.

Despite pressure from nutrition activists to kick the yellow-clad clown to the curb, McDonald’s is standing behind Ronald McDonald, thereby exemplifying one of The Ten BE’s of Better Branding: Be principled. Know your boundaries. Follow your north star.Continue Reading


Be Aware
Observe and absorb the market you operate in

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American beer made by a Belgian-owned company run by Brazilians. That’s Budweiser. Since 1876, it was American as hot dogs and pick-up trucks. Then, in 2008, InBev bought Anheuser-Busch for $52 billion. How did proud American beer drinkers react? They didn’t.

Anheuser-Busch maintains its commanding 47.3% market share.  “Consumers drink beer, they don’t obsess over ownership,” says Beer Historian, Maureen Ogle. Even so, the new owners aren’t taking chances.

By literally wrapping Budweiser in the American flag and raising money for veterans, InBev is making it possible for consumers to accept Bud is still part of the American story.  This awareness of the brand’s invaluable American roots is one reason it remains king of beers.

So, what’s all this beer talk mean to you? Consider your customers’ emotional connections with your brand. How does your marketing reinforce them? Are you aware? It’s one of The Ten BE’s of Better Branding.

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Be reliable
Do what you say as you say every time

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It seems a little thing on the surface. After ringing up your purchase at My Fit Foods, the person behind the counter carries your purchase to the door, many times even to the car. It’s surprising because it’s a level of service you don’t expect. That’s customer delight.

In this age of self-serve everything, encountering service once taken for granted is delightful. What’s equally remarkable is the consistency of this customer experience at every My Fit Foods location I’ve visited. “It’s something we’re known for,” says Store Manager Jason Smith.

Advertising brings in prospects. Service creates customers. Customer delight builds loyalty. Does your team reliably delight customers? That’s why reliability is one The Ten BE’s of Better Branding.

Grooveyard of posts past