If you covered up your logo on your Website or one of your important marketing tools, would the market know it was your brand? Do you stand out from the pack of competitors or blend in? As outlined in my recent book, Brand Turnaround, through which I tell the stories of more than 75 brands, Game Changers are key concepts to brand transformation. If you've been following my article series on turnaround, you will recall that I've introduced you to six Game Changers: Take Responsibility, Never Give Up, Lead Strong, Stay Relevant, Keep Improving and Build Equity. In addition to these six, there is one last Game Changer—Own Your Distinction. And, for many brands, this is one of the most important strategies of them all.
20 03, 2013
22 11, 2007
18 11, 2007
Every brand should have a concise written document that encapsulates its essence. This form should succinctly include brand name, brand category (purpose), brand distinction, (this is not the fact you love your customers or that [...]