Building Winning Brands – 6 of 16

by | Thursday | Branding

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 | Friday | Branding

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...

Famous Last Words

by | Friday | Business

by Michael Wade:There are certain lines that signal impending doom. Common ones are:Let’s run it by Finance.The CEO’s spouse has a special interest in this topic and just wants to see the plan.We tried something sorta like that seven years ago but the...

Branding: The Power of Word of Mouth

by | Tuesday | Branding

By Derrick Daye on HallmarkIn his book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Adam Morgan indicates that people enthusiastically share information for one of four reasons: (1) bragging rights, (2) product enthusiasm, (3)...