There are far too many examples of businesses being forced into damage control mode after decisions on business policies, actions or tactics blow up in their faces. In the internet age, it is wise to assume that there are no secrets from your customers and stakeholders. You need to consider …
Integrating Winning Strategy: Business Strategy v. Brand Strategy
Distility was very fortunate to have Dean Roger Martin and Assistant Dean Suzanne Spragge of the Rotman School of Management, University of Toronto, spend an hour with us in the Distility Lab this week. The visit exceeded expectations since not only was it immensely gratifying to have positive feedback on …
Who Benefits from Quality Brand Strategy?
What is the Value of a Brand? Especially Brand Strategy – Your Promise, Position and Personality? Sure, a good brand will increase awareness, consideration and loyalty but you’ve heard that already haven’t you? You’ve heard all the Mom and apple-pie cheerleading for brand as a part of a nutritious breakfast. …
How to Sell the Boss on Branding
If you are the big boss at your company, launching a branding project can be a difficult decision to make. But if you’re not the big boss, if you’re the marketing or sales guru who clearly sees the need for branding or rebranding, convincing the big boss is a whole …
Are You Ready to Brand? Really Ready? Really?
Succeed in Branding If you are the decision-maker at a company that needs to create or renew its brand, here is a question that ought to keep you up at night: Why do some companies succeed at creating brands that boost awareness and sales, while others go through the motions …