International Branding Blog – Conneting brands to the universe
I recently ran across this graphic (below) from a marketing person who teaches marketing people how to market themselves more effectively. This simple graphic hierarchy represents one of the most common misconceptions in marketing. It’s a trap that many business owners and CEOs fall into. If this is how you visualize the marketing landscape, I…
Recently, I took what felt like a fairly expensive Uber ride from the San Francisco airport. Ridesharing used to be far less expensive than taking a taxi, but that is not the case anymore; in many places, it’s equally expensive, if not more. However, despite the price hikes, the driver shared that he was struggling…
Solventum is the name of 3m’s $8 billion healthcare spinoff. The brand naming brief must have called for a cold, distant, uncaring, inhuman, faceless megacorp vibe. A bold choice for a healthcare company. 3M explains the meaningless name because otherwise, you’d only have its toxic personality to go on: “The name of the company is…
Read More “Worst New Brand Name of 2023: Solventum is the name of 3m’s healthcare spinoff” »
We live in an uncertain world. We have become more skeptical and distrusting. Our environment seems unsettled, unpredictable and unstable. And, then, to magnify these feelings, we experienced Covid-19. During the coronavirus pandemic, many behaviors and attitudes changed. Our desires for satisfaction of contradictory needs and wants grew stronger. We simply do not want to…
Read More “Brands Respond To The New Meaning Of Belonging” »
Current hot-button issues for consumers are genetically modified organisms (GMOs), the overemployment of pesticides, and the overuse of antibiotics in dairy. There are haters. There are skeptics. And a recent study showed that people were willing to pay more for a product labeled “xxx- free,” even when xxx was a made-up ingredient. So when a…
David Adler, along with James Cornehlsen and Andrew Frothingham, authored the new book, Harnessing Serendipity. I’ve known David for years. He’s the Chairman & Founder, BizBash. He’s also a friend. Harnessing Serendipity is a book written for visionary and creative leaders to unlock the potential of artful collaboration. The book features invaluable insights from 65…
As the world turns, so do the days of AI… Now that the dust is settling a bit, the behind-the-scenes story is beginning to piece together. As we all know, Sam Altman, CEO of OpenAI, was suddenly fired by the board, setting in motion an epic implosion that threatened the future of the company, investor…
A company with a truly great product – the InstaPot – is bankrupt. The InstaPot is a pressure cooker for the digital age. It’s programmable, versatile, durable, and won’t scald its owner with steam. Sushi rice for the kids? Program it and forget it in about 1 minute flat. I love the product so much…
When you teach someone how to throw a baseball, you tell them to look where they want the ball to go, step toward where they want the ball to go, and then throw the ball where they want it to go. To the novice thrower, this can sound frustratingly uninstructive. So, too, is the simple…
Higher education marketing and communication seems harder than ever. Generational disinvestment, demographic headwinds, political dynamics, and never-ending angst over cost and affordability can make for a distressing picture. But if it’s our job to tell the story of our institutions, maybe it is incumbent on us to tell it better. Higher ed continues to be…
