Topic: brand management
The Fundamentals of Brand Management: Marketing Planning
November 9, 2015
I had the privilege of developing and delivering a seminar on the “Fundamentals of Brand Management” for the University of Toronto. It was challenging to condense 25 years of brand management and marketing experience into a two-hour seminar. I decided that focussing on how to develop a brand and marketing plan would be most helpful… [read more]
Brand Management 101
February 26, 2014
Brands are critical to business success. They define your identity, they are how customers view and think of you. They convey your customer/consumer promise. As such it is essential to manage your brand proactively. Yet where do you start? What do you consider? How do you act? Never fear, this is Brand Management 101. What is… [read more]
Brand Strategy and Content Strategy: How to Make it Successful
January 7, 2014
In a high-tech, fast-paced competitive marketplace where sought-after products, services and experiences can be duplicated in the blink of an eye, brand is key to building organizational distinctiveness that can be leveraged to competitive advantage. But what exactly is brand strategy and how does it make a difference? The following are a few tips about… [read more]