Good is not almost as good as great

Good is not almost as good as great

By Seth Godin I went to trade in my car Jay Porter Prius for an updated Prius today. Well, I meant to do that, but I walked out instead. I arrive at Westchester Toyota and pass two or three salespeople loitering outside. Inside, there were two or three more, sitting...

The 10 New Rules of Branding

By Derrick Daye on Walmart 1) Brands that influence culture sell more; culture is the new catalyst for growth.Look at Google. They are changing the way we behave online. Nike is a brand that has become a part of all culture. If you get into that split screen, you...

Overcoming Common Brand Problems – 28

By Derrick Daye on Common Brand Problems As we make our way to 40 an old problem claims number 28 on our list… Overcoming Common Brand Problem Number 28: Defining your target consumer too broadly (for instance, women ages 18-65) Analysis: A brand promises...

Building Winning Brands – 6 of 16

By Derrick Daye on Relevant Differentiation The sixth most important thing to know about building winning brands is that relevant differentiation is the defining aspect of a brand.It is the most important thing a brand can deliver. Numerous studies have shown that...

Case Study: Brand Equity in the Insurance Industry

By Derrick Daye on State Farm The findings from our comprehensive brand equity study of the insurance industry has implications for many industries. Here is what we found: •While there are over 100 insurance brands whose names people have heard of, few achieve...