A question I am often asked is, “Should we brand our products or our company?” And I most often reply, “The company.” That’s not to say there’s never a reason to brand products, but I nearly always suggest the company. Here’s why. It’s the bigger brand. You see, when we begin the brand building process, […]
Great brands continue to thrive for years after their introductions. Others don’t. The great ones control their categories. They set examples for others to try to mimic. Brands like Hallmark, Nike, Michelin, Southwest Airlines and Mercedes are emblematic of great brands. Blockbuster, Pan Am, Circuit City and Oldsmobile represent the fallen. So why are there […]