JetBlue built its brand on being a different kind of airline.  At a time when other US-based airlines were cutting leg room, eliminating meals, and charging for bags, JetBlue gave flyers room to stretch, provided free yummy snacks, and resisted financial pressure to nickel and dime its customers with fees. The airline seemed to know …

How can multi-location businesses deliver consistent but customized brand experiences at scale?  The people working in each of your locations have the potential to be a part of your marketing team – can you trust them with your brand? People crave consistency from interactions with companies and organizations.  They don’t like surprises – they like …

Corporations who have not made a commitment to disruption are guaranteed to either join the ranks of Kodak, Borders, and Blockbuster or sputter along as they try to stay profitable. Organisations often lament the dearth of innovative leaders. There is a concern and sometimes fear, a valid fear, that the current pool of talent will …

How can anyone keep up with the world and all its complexities when the steady progress of evolution has been left behind by a crashing series of big bangs? If you think it’s hard work just keeping up with the present, well it’s almost impossible to live in a near future of educated guesses and …

How do you build a great brand? When considering that question, most companies have meetings. They call together their top leaderships team or hire branding consultants. Often, good things result. But have you also noticed that many companies have to start the branding process all over again after two or three years? The brand concept …

How we view ourselves is not what defines our personal brand. In fact, our perception of ourselves matters very little. Our personal brand is actually how others perceive us. It is vital, though, to understand that it is up to each and every leader to control their own brand. If you don’t, there is a …

Every organisation laments the lack of capable or qualified talent. When I chat with human resources and business leaders, they all express a collective sigh. They declare that the war on talent is very real. Finding qualified resources appears to be a challenge in most industry sectors, at most levels. So why is this the …

“Everyone gets excited about change, except when it happens to them.” These battle-hardened words were shared with one of us (Robert) years ago by the CMO of GE. The data certainly backs up her frustration. Depending on the study, 30% of change initiatives fail outright. An additional 40% fail to meet performance goals. Why do …

The idea of “purpose” as both a customer and employee motivator is much talked about in the B2C space, but often overlooked or even dismissed in B2B branding and marketing.  However, a changing of the guard in B2B now makes purpose an absolute imperative (and a competitive advantage). As a B2B study commissioned by Google …

The changing landscape of brand intimacy in marketing doesn’t allow any team to work on an island unto themselves. Marketing has a responsibility to blow up silos – we must build the teams and communication lines to succeed in our roles, and to provide the best service to our customers.