Here’s a bold statement: you don’t own your brand. I won’t be surprised when I hear from readers who disagree. They’ll argue that as the creator of the brand, “We made it, we own it.” It doesn’t work that way. Certainly if you’ve played your cards right, your company legally owns the trademark for the […]
Read moreA strong brand can mean the difference between winning a sale or losing it, commanding a premium price or selling at a discount. While this has been proven time and again through research, many executives (maybe you?) still question the value of branding, especially at budget time. Building brand equity takes a long-term commitment and […]
Read moreAvoiding the Dangers of a Superstar Brand Personal branding is a popular topic lately, with everyone from job seekers to C-Suite executives working on building better personal brands. Standing out from the crowd is important, but is it possible for executive brands to be too good? Charismatic leaders can catapult an unknown corporate brand to […]
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