Posts Tagged ‘Brand Development’  

Online Advertisers Beware: No Means No!

Sometimes advertisers need to be reminded about how empowered consumers really are. When telemarketers crossed the line with too many intrusive calls during dinner time, consumers fought back through the National Do Not Call Registry. When DVRs entered the market, consumers were able to blow through commercials in a matter of seconds, and Pandora enables…


 

Top 3 Things to Ask Yourself Before Rebranding

woman painting face

VW, Chipotle, Samsung, BlackBerry, Enron…What do these companies have in common? They were, or are, brands in crisis. And, what about companies that manufacture floppy disks, fax machines, VCRs and cassette tapes? Their brands became irrelevant because competitors found ways to do “it” better. Then there are those laundry detergent balls that look like candy,…


 

Is your mortgage company brand attracting the best talent?

Whenever I work with companies in the mortgage industry to assist them in the process of building a stronger brand, one of the questions I ask is, “Why do you believe you will succeed in such a saturated, hyper-competitive industry?” The responses I receive are nearly always the same – the CEO or owner will…


 

What happened to the Sports Authority brand?

Playing in the middle never seems to work very well for corporate brands, and the story nearly always ends with a “Going Out of Business Sale.” Sports Authority closing its doors reminds me of the days when other once famous retailers announced they were going out of business – customers showed up early the following…


 

5 Ways Your Agency Fails You and Your Brand

Most CEO’s in the mortgage industry know the importance of having a strong brand. They understand having a strong brand is key to differentiating themselves in a highly competitive environment. This is especially true for mortgage bankers, title companies, appraisal firms and many others that know they have similar product and service offerings and really…


 

How a Nefarious Scandal Impacts Brand and Culture

By now, you have probably read more than enough about the VW scandal and the devastating trail of damage it has left behind, not only impacting its millions of customers, but also its investors, suppliers, vendors, dealers and the bank accounts of people who earn their livelihoods selling its cars. As disturbing as the reality…


 

8 Ways to Drive Trust in Your Mortgage Industry Brand

No matter what business you’re in, the only thing you’re really selling is trust. According to the 2014 Edelman Trust Barometer, the firm’s 14th annual global exploration of trust by industry, “financial services” remains the least trusted industry globally. This is the sixth year running that financial services was the least trusted industry in the Edelman…


 

Top Seven Brand Myths to Dispel

If you keep doing that with your face, it will stay that way! Your mother may have told you this myth when you were making faces growing up. There are thousands of popular myths floating around, some of which are so believable that many people have shaped their lives and behaviors around them. And, because…


 

This one gesture will instantly improve your brand culture

You can’t swipe through inc.com; hbr.org or entrepreneur.com on your iPad without stumbling directly into an article about the significance culture plays in an organization. I think we all “get it.” Culture is as important, and some even believe more important, than strategy. I tend to agree. I don’t believe a company can execute its…


 

Four Qualities of a Powerful Brand Tagline

When a company embarks on the process of creating a new tagline, the marketing department or the agency is usually challenged by the CEO to come up with one that is clever, catchy and cool. After all, Apple had Think Different, GE uses Imagination at work, and Nike is famous for Just do it. These are unquestionably very…