Did you know that on Coca-Cola’s balance sheet more than 90% of their value is represented by their “brand equity”? If building a unique brand is good enough for them, don’t you think it could do some good for you?
How do you differentiate yourself? With the explosion of service businesses it should be your top […]
Back during the late nineties, a conversation at a swank Auburn Hills, Michigan, French bistro turned heated when the talk shifted from personal pleasantries to discussing the ending of one of the most storied names in the automotive world: Oldsmobile. Gathered together in a separate room, the eight men and one woman were tasked with […]
“Just do it.” “We try harder.” “The Ultimate Driving Machine.” “Be all that you can be.” Taglines are one of the best ways of branding a product, service, company, or organization for years. Like these:
Please don’t squeeze the Charmin.
(since 1964)
A diamond is forever.
(since 1948)
All the news that’s fit to print.
(since 1896)
Another classic case is Avis. […]