brand strategy

  • "Not a problem" for lazy brands—and what to do about it

    NOT A PROBLEM is a problem for your brand“Not a problem,” the customer service person said to me on the phone as we were wrapping up my transaction. What!? Not a problem? For who—you!? Wait a minute. Who is the customer here?

  • 3 kinds of hoarding that smother your brand

    hoarding hurts brandsLook into the proverbial closet of your organization. Chances are, there are a few habits or tactics you know you need to give up—but for some reason, just can’t. Worst case scenario: you have a vast store house that needs to be purged.

    What’s still hanging around is weighing you down. It's a sign of sickness that needs immediate intervention.

  • A crisis is not the time to be handing out business cards

    DHS thumbnail Have you put off planning, budgeting and—dare I say it—dreaming? If so, you’re probably working too much in the business and not enough on the business.

    Don't wait for a crisis. Plan now.

  • An ad campaign won't fix what's wrong with your team

    vitaminis for your brand It’s an all-too-common malady: sales are flabby or fundraising goals are lagging, so leadership determines that a fresh new ad campaign is just the thing to make everything right.

    When we start asking questions to diagnose the situation, we often discover something else: an internal problem.

  • Big Bad Wolves are not real—and there are no silver bullets

    eye of a wolf brandThe monster lurking around the corner isn’t the economy or absence of a marketing budget. It’s a lack of strategy that keeps you from achieving your business development goals.

    While Jack had magic beans, you don't.

  • Branders: take that foot out of your mouth

    smile for your brand The starlet (insert name) was stunningly beautiful—until she opened her mouth and became a devastating disappointment to her fans. Her foot will be removed from her mouth with the help of a good PR agent.

    Branders: it’s harder for you. You have numerous people who can make your brand look dazzling—or like Hollywood’s biggest trainwreck.

  • Finding the Financial Forest in the Trees

    big eye seen through magnifying glassSometimes when you’re working in the the business instead of on the the business, you lose sight of the big picture. You become so embedded in the details, the view is myopic. You’re dealing with trees when you should be managing the forest.

  • From groan to great: make your next retreat the best yet

    employee retreat root canalBe honest: have you ever heard an employee (sincerely) say “OH cool—I’m so excited!” when you announced a staff retreat? For many, the thought of a day away from the office stuffed into a conference room to plan sounds like as much fun as a root canal.

     

  • How gossip amplifies (or muffles) your brand

    mic gossip brand thumbnail Amazon Chairman Jeff Bezos has famously said, “Your brand is what people say about you when you’re not in the room.”

    If you take this to heart, you need to understand all the people who talk about you when you’re not in the room.

  • Marketing minimalism can create large ripples

    pond rippleDoing the minimum.

    This has such a negative connotation in our culture, but what if you embraced that concept? What’s the minimum you need to do in order to create the desired impact or change?

  • Stop driving with your parking brake on

    brand danger parking brake on If you ever put your car in drive with your parking brake engaged, the car lets you know it right away. Ignore the warning at your own peril.

    You know not to do it to your car. So why let it happen to your brand?

  • Stop talking about a sales funnel and think of it as a chain instead

    old school sales process bad for businessOld school sales guys will tell you sales is just a numbers game. Get enough prospects into the funnel and they’ll dump out X% of customers at the bottom. Easy.

    News flash, Herb Tarlek: your lack of a system is as outdated as your plaid polyester coat.

  • The customer journey starts with your employee journey

    Customer and employee journey Marketers are spending a lot of time talking about the customer journey. We’re not hearing the same talk about the employee journey, and that’s a shame. Because the customer journey with your brand will be bumpy at best if the employee journey isn’t thoughtfully mapped out and put into action first.

  • The delivery man and dark tales: a beastly lesson for your brand

    monster dooms your brandLast week, a hot, tired delivery man came into our office with some much-needed supplies. He delivered more than just packages. He delivered angry, ugly opinions about someone else’s brand.

brand-o-matic
MB Piland Advertising + Marketing: Culture Quiz
MB Piland Advertising + Marketing: Health Check