Als je veel met merken bezig bent, denk je daar ook veel over na. Dus ook waarom je op sommige plekken geen logo wilt/verwacht… Wat is de logica daarachter? Is jouw logo een plek op je product waard?
From Customer Intimacy to Post-Efficiency
Thirty years ago, Treacy and Wiersema gave us a clean model: three value disciplines: operational excellence, product leadership, customer intimacy. Pick one. Excel at it. Be adequate at the rest.
It was elegant. It was actionable. And it’s breaking down. 😞
Culture Due Diligence: de blinde vlek bij overnames
Bij een overname zitten de spreadsheets vol. Omzet, EBITDA, klantenbestand, contracten, voorraden, IP-rechten. De accountants hebben hun checklist, de juristen de hunne. Maar één vraag wordt zelden gesteld: passen deze twee bedrijven eigenlijk bij elkaar?
Don’t Let Marketing ‘Own’ the Brand
The difference between branding and marketing? It certainly exists. There’s overlap too. Yet not everyone is aware of this distinction. Because all marketing is branding, but not all branding is marketing.
The 9 principles you need
In 2015 I came (at SXSW) across the 9 principles of the after-internet-age, developed bij Joi Ito. And now 10 years later, these principles stills seem to ring true. Here’s a re-take on the article I wrote back then.
Je merk maken is een mindset
Een merk is als een persoon. Het heeft een eigen karakter, eigen waarden en eigen drijfveren. Net zoals een persoon zich uit door wat hij doet, uit een merk zich door de acties van alle medewerkers. Of je nu een nieuw product ontwikkelt, facturen verstuurt, sollicitatiegesprekken voert of orders plaatst bij leveranciers: jij leeft het merk in elke actie.
Build your brand on human drives
As a brand, your goal is to deliver ‘trust’ to your target audience. Trust resides in what Kahneman terms ‘System 1’. This part of our brain makes quick decisions based on our gut feelings. As a brand, you want to avoid causing any freeze, fight, or flight reactions in that part of your target audience’s brain.
Brand and Culture: An Inseparable Pair
The relationship between brand and culture is a topic that frequently prompts reflection. I’ve seen firsthand how these elements intertwine. Let’s examine the relationship between brand and culture in depth.
The benefits of a BHAG for your brand
As your brand is the compass for your company (and therefore for your colleagues). With a Big, Hairy, Audacious Goal, you gain momentum. In the space between dream and goal, a BHAG can give your organization a clear vision. That way, you know exactly what your next step needs to be to get closer to your goal.
The Power of Focus
How recognition makes your brand attractive
In the world of branding, we often hear about recognition, distinctiveness and appeal. But how do you realize that? The key lies in focus. Focus forms the basis of a process by which your brand becomes stronger, more recognizable and attractive. In this article, I will take you through this three-stage rocket that starts with focus and ends in appeal.