Thursday, October 10th, 2019
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 […]
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Category FDI | Tags: Tags: brand, brand marketing, equity, marketing branding,
Sunday, September 23rd, 2018
To be a winner, you must plan to win, prepare to win and expect to win. Quote attributed to Zig Ziglar Before you jump into a branding exercise with an Agency, there are two documents that form the foundation of an effective banding initiative: 1) Brand Promise Statement and 2) Strategic Target Matrix. These special […]
Category Place Brand Building | Tags: Tags: brand, branding, strategic planning,
Sunday, April 15th, 2018
Online marketing can be very confusing. In part, because cause and effect impact measures are challenging to find (with the noted exception of online sales). But, there are four principles you can use to help guide your decisions in the online communication space.
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Category Promotion | Tags: Tags: brand, brand promise, branding, communication, media planning, online media,
Wednesday, April 11th, 2018
Creative without strategy is called art. Creative with strategy is called advertising. attributed to: Jef I. Richards In my experience, campaign deployment can be exciting or overwhelming depending on how you approach the task. Key Watch Outs Cost/Timing Consistency Rework Quick versus Right Let me take each of these watch outs individually. Cost/Timing This watch […]
Thursday, November 30th, 2017
Branding is what people say abut you when you are not in the room. Quote attributed to Jeff Bezos, CEO & Founder Amazon “What is branding?” is a question I get from clients all the time. The literature doesn’t really offer a practical answer. In the quote by Jeff Bezos, he provides guidance on figuring […]
Category Place Brand Building, Strategy | Tags: Tags: #CityBranding, brand, branding, place branding,
Wednesday, November 30th, 2016
When your values are clear to you, making decisions becomes easier. Quote attributed to Roy E. Disney Have you ever been confused on which decision to take when faced with a complicated issue? We all face situations that challenge our ethics. We want to do the right thing, but it isn’t always clear what the […]
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Category Leadership | Tags: Tags: #BrandAmerica, #CityBranding, #NationBranding, 40 Under 40, ADCI, advertisement, advertising, American Dream, American Dream Composite Index, an american dream, bloom consulting, brand, Brand America, brand identity, brand management, brand marketing, brand personality, brand strategy, branding, branding a city, branding definition, branding strategies, city brand, city brands, community economic development, conflict management, consumption, crowd sourcing, DCI, Detroit, develop a brand, economic development, economic development definition, economics of development, emotion in decision-making, Facebook, Forbes, fuel price, how to manage conflict, how to resolve conflict, how to use social media, IEDC, importance of branding, intuition, Jose Torres, lead conversion, lead management, Leadership, leading up, local economic development, location analysis, location consultants, logo & branding, marcellus, market research, marketing branding, nation brand, nation brand report, nation branding, personal branding, self branding, Social Media,
Wednesday, October 26th, 2016
Politics is the art of looking for trouble, finding it everywhere, diagnosing it incorrectly, and applying wrong remedies. Quote attributed to: Groucho Marx This month (October 2016) Xavier University asked a series of extra questions on the ADCI survey about the current political atmosphere. The extra questions covered political leaning, where respondents get their news and […]
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Category Image | Tags: Tags: #BrandAmerica, #CityBranding, #NationBranding, 40 Under 40, ADCI, advertisement, advertising, American Dream, American Dream Composite Index, an american dream, bloom consulting, brand, Brand America, brand identity, brand management, brand marketing, brand personality, brand strategy, branding, branding a city, branding definition, branding strategies, city brand, city brands, community economic development, conflict management, consumption, crowd sourcing, DCI, Detroit, develop a brand, economic development, economic development definition, economics of development, emotion in decision-making, Facebook, Forbes, fuel price, how to manage conflict, how to resolve conflict, how to use social media, IEDC, importance of branding, intuition, Jose Torres, lead conversion, lead management, Leadership, leading up, local economic development, location analysis, location consultants, logo & branding, marcellus, market research, marketing branding, nation brand, nation brand report, nation branding, personal branding, self branding, Social Media,
Tuesday, October 4th, 2016
BRAND AMERICA INTERVIEW – Malcolm Allan Place branding is often a misunderstood strategy. Many community leaders want to initiate place branding, but end up disappointed when the exercise results in little more than a revised logo and tag line. In my opinion without a sound understanding of what place branding is, the exercise is doomed from […]
Category Place Brand Building | Tags: Tags: #BrandAmerica, #CityBranding, #NationBranding, 40 Under 40, ADCI, advertisement, advertising, American Dream, American Dream Composite Index, an american dream, bloom consulting, brand, Brand America, brand identity, brand management, brand marketing, brand personality, brand strategy, branding, branding a city, branding definition, branding strategies, city brand, city brands, community economic development, conflict management, consumption, crowd sourcing, DCI, Detroit, develop a brand, economic development, economic development definition, economics of development, emotion in decision-making, Facebook, Forbes, fuel price, how to manage conflict, how to resolve conflict, how to use social media, IEDC, importance of branding, intuition, Jose Torres, lead conversion, lead management, Leadership, leading up, local economic development, location analysis, location consultants, logo & branding, marcellus, market research, marketing branding, nation brand, nation brand report, nation branding, personal branding, self branding, Social Media,
Tuesday, September 27th, 2016
Guest Blog Post authored by Allan Hooper This title sounds like a community’s version of a get rich infomercial. However, stay with this for a couple of paragraphs and see if it just might make sense. In the 1970’s and 80’s Morris Massey, a management guru, popularized the idea of motivating people by better understanding […]
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Category FDI | Tags: Tags: #BrandAmerica, #CityBranding, #NationBranding, 40 Under 40, ADCI, advertisement, advertising, American Dream, American Dream Composite Index, an american dream, bloom consulting, brand, Brand America, brand identity, brand management, brand marketing, brand personality, brand strategy, branding, branding a city, branding definition, branding strategies, city brand, city brands, community economic development, conflict management, consumption, crowd sourcing, DCI, Detroit, develop a brand, economic development, economic development definition, economics of development, emotion in decision-making, Facebook, Forbes, fuel price, how to manage conflict, how to resolve conflict, how to use social media, IEDC, importance of branding, intuition, Jose Torres, lead conversion, lead management, Leadership, leading up, local economic development, location analysis, location consultants, logo & branding, marcellus, market research, marketing branding, nation brand, nation brand report, nation branding, personal branding, self branding, Social Media,
Monday, September 5th, 2016
It is more important to grow your income than cut your expenses. It is more important to grow your spirit than cut your dreams. Quote attributed to: Robert Kiyosaki An Analysis of American Dream Composite Index Data (calendar 2013 – 2015) The American Dream Composite Index (ADCI) study is “a unique and robust measure of American […]
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Category Measures | Tags: Tags: #BrandAmerica, #CityBranding, #NationBranding, 40 Under 40, ADCI, advertisement, advertising, American Dream, American Dream Composite Index, an american dream, bloom consulting, brand, Brand America, brand identity, brand management, brand marketing, brand personality, brand strategy, branding, branding a city, branding definition, branding strategies, city brand, city brands, community economic development, conflict management, consumption, crowd sourcing, DCI, Detroit, develop a brand, economic development, economic development definition, economics of development, emotion in decision-making, Facebook, Forbes, fuel price, how to manage conflict, how to resolve conflict, how to use social media, IEDC, importance of branding, intuition, Jose Torres, lead conversion, lead management, Leadership, leading up, local economic development, location analysis, location consultants, logo & branding, marcellus, market research, marketing branding, nation brand, nation brand report, nation branding, personal branding, self branding, Social Media,
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