The one thing branding can’t do

We are planning a branding expertise this week and in the spirit of all good workshops the moderator sent us some pre-work (AKA homework if you ask my kids). One of the questions were:

What are your thoughts on what makes some brands inspirational while others struggle?

In order to answer the question, I listed the brands I like: Apple, Amazon, Virgin Atlantic, SPG and Facebook to name few. When I thought of these brands, I found one thing in common: All are brands I like talking about with my friends and colleagues. A great brand is one that its target audience wants to speak about.

Why does it matter to my branding exercise? Continue reading “The one thing branding can’t do”

The one thing branding can’t do

Facebook, Market Segmentation And a Discussion Mark Zuckerberg Never Had

I actually didn’t plan to write about Facebook any more. In my recent post I claimed that Facebook is not solving any real problem. My readers were kind enough to prove me wrong… Jason thought we were just too old, and Jose thought that the problem Facebook is solving is loneliness. This is a big one to solve and a very good point… I scratched my head trying to reconcile the disconnect: Facebook is obviously successful and some people think they cannot live without it (one of the commenters, Radha, tested his strength by not logging into the ‘book for few days—this is how addicting it is). So how come so many people love it and so many others cannot understand the buzz? Continue reading “Facebook, Market Segmentation And a Discussion Mark Zuckerberg Never Had”

Facebook, Market Segmentation And a Discussion Mark Zuckerberg Never Had

Small Business: Be Large (or at least appear large…)

One of the basic Mountain Lion Safety rules (and if you hike in the Bay Area you want togadishamiabelarge1.jpg be familiar with the rules) is DO ALL YOU CAN TO APPEAR LARGER. This is a great rule for small businesses as well, as they try to stand out. Appearing to be big puts small business in parity with their larger peers, and then they can shine on knowledge, customer service or innovation.

Here are some basic tips for sounding and looking large: Continue reading “Small Business: Be Large (or at least appear large…)”

Small Business: Be Large (or at least appear large…)