People seem more aware of environmental issues these days. From the success of Earth Day and Al Gore’s Nobel Peace Prize to the current war on bottled water, everything “green” has been getting great press.
Companies are waking up to the fact that going green can also be an effective competitive advantage. Walmart is […]

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In “BrandSimple: How the Best Brands Keep it Simple and Succeed“, Allen Adamson, managing director of world-class brand consultancy Landor and Associates, distills his insights of 25 years of experience working with the world’s top brands in one simple phrase: the most successful brands are those that have found a unique and relevant way to […]

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For this our first article in the Profiles in Branding series I am featuring Frank McKinney. Frank is one of the most fascinating business personalities in the real estate arena. His unique approach has earned him the titles of “the real estate rock czar” and “the maverick daredevil real estate entrepreneur”.
While Frank’s achievements […]

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Commercial websites have two basic objectives:

Sell something immediately, or
Build a subscriber base to sell to them later

Evidence suggests that websites that offer fewer choices have better conversion rates.
More choices don’t lead to happiness

Barry Schwartz talks about the psychological implications of having too many choices in his excellent book “The Paradox of Choice”, and argues that […]

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Sometimes, to develop your unique value proposition or brand idea you just have to look for one thing that’s important to your customers that your competition is neglecting. The exercise can be as simple as filling in the blank on the following sentence:
Its ______________ , stupid!
Where ‘_____________’ is whatever your competition is failing to […]

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We’ve all heard this old cliché: ‘Content is King’. However, thanks to blogs and RSS, content is becoming a commodity. You can find the same information in thousands of places that are only a click away.
There is so much information that best selling authors are urging us to go on an […]

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You can spread the word about your brand with advertising or publicity.
Advertising is something you create, pay for and control. Publicity is something someone else writes or says about you when you do something good, noteworthy or interesting.
In “The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class […]

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The Internet is the ultimate equalizer: on a browser window, a one-employee home business can look as good as a Fortune 500 company. This presents an important challenge: as a small business, how can you convince potential customers that yours is not a fly-by-night operation? There are several things you can do on […]

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‘All Marketers Are Liars‘ is a provocatively entertaining book about marketing and human nature. Seth Godin has once again applied his reliable formula for publishing success:

Pick a traditional and well accepted marketing concept
Write about it from a totally new perspective
Make the book easy to read and include a lot of examples
Give the book […]

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