Branding

Reasons Brands Fail: #3 Positioning Work Bypassed

posted on March 17, 2014

Many, many brands have failed simply because the company didn’t first stop to think about where the organization fit in the marketplace. You need to know where you intend to stake out your claim in the market long before you can make relevant promises on what you will deliver. Your brand positioning work establishes where in the market the business stands, and who you intend to serve. Is yours a price-value play? A superior-technology play? A service advantage?…

Reasons Brands Fail: #2 CEO Fails to Champion the Brand

posted on March 10, 2014

The second most common reason brands fail can be traced back to how the CEO handles a branding change. If he or she does not champion the brand from the start, both inside and outside the organization, it will likely fail. A brand is a promise to your customers and your employees. It is a way of saying, “This is who we are. This is what you can expect from us.” Notice the “we” and “us” in that…

Reasons Brands Fail: #1 Failure to Launch Internally

posted on March 3, 2014

Branding is a business strategy. It is not solely a marketing function, though marketing is accountable for communicating it to the outside world. It is not simply a logo. It is not the same thing as advertising. It is a promise and an experience that you and every member of your team delivers to your customers and other key stakeholders. The snazzy look, catchphrase and great graphics draw attention and appeal to your promise, but they are not…

The Conversation Starts Here

posted on February 20, 2014

Welcome to “Ward to the Wise,” our new blog, dedicated to generously sharing our knowledge and expertise with you. In each edition, we intend to embolden you to cause communication that drives better results in every aspect of your business, the essence of the Ward brand: Each quarter in “Ward to the Wise,” we will focus on a specific topic about which clients tend to have many questions. Each series will provide counsel, insight and practical tips for…