There are actually two books in the world titled Emotional Branding, and I’m a big acolyte of both. The more I study and work with brands, the more I recognize…
Read More
The world of digital marketing is in constant flux. Trends come and go, new technologies emerge, and consumers change their tastes. It’s hard to predict what will happen in the…
Culture trumps strategy in driving organizational performance. Everyone knows that, right? Or at least all the business wags seem to think so. The fact is, culture is an extremely powerful…
Just like the world around us, marketing is constantly evolving. “Traditional” marketing is any form of marketing that doesn’t take place online – including print, broadcast, direct mail, outdoor advertising,…
A powerful and competitive brand is not something you solely advertise or design. It’s everything you are and do. This means that “branding” is leadership, not marketing. Consider this: if…
So often people think “branding” means creating a name, logo or tagline. All the outside stuff. A few recognize that great brands actually start inside. Starbucks revolutionized coffee in the…
If you are a manager, your employees think of you as the company they work for. Are you living your company’s brand? Or to be more precise, are you behaving your…
Ah, the “happy hour” — a civilized concept harkening to a sort of 1950s civility — when one celebrates the day’s work, finds an hour of ease, light banter, perhaps…
I couldn’t NOT write about this. Two of the biggest passions in my life: rock climbing and advertising. Back story: Alex Honnold is arguably the most famous rock climber on…
Most conversation, strategy and planning about brands has to do with what they are and how they are different. But brands are for saying no as well as yes. In…
What business are you in? Accounting, technology, insurance, banking, real estate, healthcare, consulting? I encourage you to get out of it. Today. Don’t change jobs. Don’t sell your business. Just…
Thoma loves great thinkers, especially if they also happen to be accompanied by great work ethics. We are accepting internship applications from promising college students who have completed a minimum…
We often think of brands as the emotional connection between customers and the products or companies those brands represent. Certainly brands elicit emotions. They spur affinity, love, revulsion, contentment. One…
The year 2016 is here and with it all the excitement of turning a new page on the calendar. What page might the brand leader turn? I’m not thinking about…
All I really need to know about branding I learned in a cup of coffee. In the beginning, coffee arrived on our shores in unwieldy, roughly marked burlap sacks stacked…