So, you are Boston Pizza trying to both increase brand awareness and inspire customer loyalty. The Stanley Cup finals pit the Vancouver Canucks against the Boston Bruins. Ironically, you are a Canadian company, and are now suffering from your brand strategy of being perceived as Bostonian. You may be regretting …
Do I have a brand?
Brand is a word that has many meanings. It can mean as little as an identifiable trademark (a name or logo) or it can be used to describe an entire business. When it comes to savvy marketing what is key is that it is an idea that exists in the …
An Authentic Brand Motivates Employees Better Than Money
Human resource experts, academics, business leaders and writers have researched and written extensively on the power of purpose as a motivator for employee performance. In fact, Daniel Pink in his book Drive posits that the carrot and stick approach — where money is used as both carrot and stick — is …
Apple – The Most Distilled Global Corporate Brand
Today, Apple pushed Google out of top place for the title of the “Most Valuable Global Brand” in the BrandZ Top100 ranking of the most valuable global brands. How did they get there? By being the 21st century’s most distilled brand.
Farmville: When New Brand Categories Kill
“There is no competition for the drinkable computer” One of the first questions we ask our client teams before we begin branding is “Who is your competition“. Bleeding edge gear-heads and other like geniuses often fumble with this question. For example, they respond “We’re the first people to bring a …
Don’t Build Your Brand on a Weak Foundation
The process for developing a brand is usually slow, expensive, and unnecessarily complicated. However, it doesn’t need to be like that and we say that it shouldn’t be like that. The best practices for developing your brand — like any good thing — depends on getting off to the right …
That’s Not Branding – A Costly Confusion
Brands and businesses suffer when decision-makers don’t see the difference between defining a brand and other kinds of “messaging” or marketing projects. A serious branding effort is built on the ultimate, distilled, enduring ideas that have the very best chance of sticking in the customer’s mind. By contrast, the typical …
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 …
Building a Better Brand Strategy System: The Story of 10days10brands
Participants Achieve Extraordinary Results After New Technology Innovations In March 2010, we set out to improve Distility 1day1brand – our system that allows teams to create clear, honest and compelling brands in one breakthrough day. Our beta test – dubbed “10days10brands” – took ten innovative MaRS technology start-up companies through our …
ConnectedN Develops Brand that Resonates with Target Audience
In Just 1 Day, Company Identifies Competitive Advantage and Clarifies Core Message ConnectedN is a social content management system that allows you to run all your social media marketing efforts from your website – in as little as 15 minutes per week. The platform lets you quickly see and respond …