A little about the SBA Blog
The Strengthening Brand America blog category is to be a forum where economic development professionals and marketing professionals can share their experience with and thoughts on place branding so as a community we have a better appreciation for how to successfully apply the principles for job growth and economic prosperity.
The From the CEO category is to be a forum where I can share thoughts on successful reapplication of private sector product and corporate branding principles in place branding.
July 10, 2020 at 5:14 pm, by Edward | Comments Off on COVID-19 Time To Review Your Strategic Plan | Tags: | Category: FDI
Sometimes the unexpected happens and it has a material impact on the strategic plan your Company is operating against. Failure to do so can be disastrous. When Netflix entered the market they upended the existing pricing model for watching movies. Netflix introduced the monthly price with unlimited access to their portfolio of titles. Blockbuster, the […]
As the Nation begins to reopen for business, many Organizations are discovering business as usual is simply not an option. The threat of a COVID-19 epidemic restart is very real and the safety of both employees and customers is on the mind of every CEO/Owner. In addition, there are a number of new local, state and federal […]
Your business was on a successful trajectory. You were hitting all your milestone targets. You could see your staff becoming increasingly effective and efficient with every passing day. The financial risk you took to get your business running was looking like a smart decision. One morning, your world was turned completely upside down by something […]
December 7, 2019 at 2:04 pm, by Ed Burghard | Comments Off on Personal Branding – Image versus Identity | Tags: | Category: FDI
Probably the hardest part of any personal branding is the step of completing a 360 degree assessment of your strengths and opportunities. Most people are intimidated by this step and fall not the trap of doing a superficial look in the mirror. In part, it is because they fear their self-perception far exceeds reality and […]
Tom Peters book “the brand you 50” is a great read. I often find myself revisiting the book for personal inspiration. The concept of the book is to provide guidance on how to transform from an employee to a brand that people want to engage with. Today, I decided to reread the section on values […]
The latest rage in professional circles is the concept of personal branding. It is touted as the way to maximize your career performance. Wikipedia defines personal branding as “The practice of marketing people and their careers as brands.” The Brand Yourself team describes it as “Establishing and promoting what you stand for. Your personal brand is the unique combination […]
A Quick Primer BOOK DEFINITION: BRAND EQUITY IS A SET OF ASSETS AND LIABILITIES LINKED TO A BRAND, INCLUDING IT’S NAME AND SYMBOL, THAT ADD OR SUBTRACT FROM THE VALUE PROVIDED BY A PRODUCT OR SERVICE TO A FIRM AND/OR THAT FIRM’S CUSTOMERS. THE BURGHARD GROUP DEFINITION: MEANINGFUL POINTS OF PARITY AND DIFFERENCE (+/-) THAT […]
The Atlantic published (August 2019) an article about the work of Raj Chetty, PhD. Raj is studying the effect of place on generational social mobility. The essence of his work is that place matters. I would encourage every economic development professional to read this article. It will give you cause for pause. While Raj can identify where opportunity for […]
have you given any real thought to what brand equity really is? Or, have you simply accepted textbook descriptions of the concept? Are you focused on the right thing to make marketing choices that will build brand equity? If you have any doubt, or are even just curious, read my thoughts on what brand equity is and how it should drive marketing decisions.