Aspiration vs Exaggeration

Aspiration vs Exaggeration

Consumers are skeptics. They see advertising and marketing as a sea of lies, and for good reason. They’ve been deceived too many times. Building a strong brand means managing consumers’ expectations, honestly and consistently. However, all too many try to be something they’re not, only to disappoint consumers with outlandish claims they couldn’t possibly live up to.

Brand Management

Brand Management

On May 13, 1931 Neil McElroy (P&G) proposed the modern concept of “branding”… and brand management was born.

Brand Theme

Brand Theme

More often than not, a company’s vision and mission statements fail to capture the true nature of what the organization’s core purpose is, what makes them different, relevant and authentic. Successful brands are those who understand that the brand’s core concept serves as a compass, guiding the organization, their partners and their consumers.

A Product is NOT a Brand

A Product is NOT a Brand

Many companies fail to achieve their branding goals because they mistake their brand for their product, service or technology. Simply put, a brand is none of these!

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