There is a great story about the battle for dominance between McDonald’s and Burger King. There was a time - just like when television only had 3 channels - that you really only had 3 or 4 choices for a quick meal. McDonald’s was the category leader (although not a phrase used at the time). They had process and procedure. They built an empire, including an efficient real estate empire. They sent teams to scout new restaurant locations and worked with local owners to determine the exact best place to expand their restaurants. Traffic patterns were analyzed and detailed information was obtained to negotiation the land and start building …Read More
Crafting your brand is scary. It seems like a lot of effort and it is ridiculously challenging to put that mirror up to yourself and ask "What is it that I truly stand for? What do I want to be known as?"
You know you need to do something. You may be up for the whole package with a complete brand overhaul or you just want to make sure you aren't doing something unintentionally damaging.Read More
All of us would do well with a second bite at the apple, another chance to go back and do it all over again. Our mistakes, as much as our successes, define us and can help steer us forward today. With this in mind, here are 10 lessons learned over the last 20 years of doing business that are now part of my thinking. Or put another way . . . during the interview question where they ask you "what is your management or leadership philosophy?" Well, here it is. [View the downloadable slideshow here]Read More
Traditionally, the CEO has come from just about anyplace but marketing. Companies bent on operational excellence might look to their finance teams or their COO to take the top slot. Organizations focused on innovation might look to a CTO type. Those focused on market share fished in their sales pool for their next big tuna. But rare was the organization that focused on the dynamic relationship between company and customer. Is it time for a marketing CEO?Read More
There are so many great components to this question. “Where” can be location or viewed as status. “Your” can be a personal brand, corporate brand, location-based brand (I’m a Californian, straight up!), etc. “Brand” is loaded with all kinds of misunderstood ideas of what it means to be a brand. For anyone who thinks they don’t have a brand or that it doesn’t need building, well … think again.Read More