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Author Archives: Michael Deiner
Michael Deiner, Brand Activation Manager
Hearing the Brand
“It’s 10 PM; do you know where your children are?” If you grew up in the 60s, 70s or even 80s, you most likely recognize this phrase. Why do we remember something so vividly that happened so long ago? In some cases, we only need parts of a phrase and our memories complete the thought. [...]
ONE Silver Bullet
Growing up, the term “silver bullet” made me think of werewolves and the Lone Ranger. As a young boy, the silver bullet concept fascinated me. It was the ONE thing you could count on to solve your biggest problem. Some companies still ask us to create their silver bullet. They request a website or print [...]
What have you done for me lately?
Can the strength of your brand come from the longevity of your business? No one would argue that surviving business challenges for twenty, fifty, or even a hundred years is admirable. It certainly shows the ability to make sound business decisions and the agility to evolve with the changing needs of the market. It’s not, [...]
The Little Things
When I walk through stores, eat at restaurants, or shop online, I notice the little things which influence me positively or negatively. Businesses make substantial investments to build their brands, but far too often the brand message doesn’t make it to the front line.
The Brand Architecture Dilemma
Branded house or house of brands? Should a business focus on a corporate brand or deploy a host of individual product/service brands? There seems to be lot of debate lately within the blogosphere, and I wanted to add a few thoughts. The most recognizable sample of a house of brands is Proctor and Gamble (P&G). [...]
Turning Change into Evolution
I would like to challenge “change.” We hear so much about change in business today. Companies continually put a positive spin on “change” in their organizations, but it often seems like those changes are reactionary, like they are a step behind.
Differentiation: It’s not just being different
Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the [...]
Tags: Brand, Brand Strategy, Branding, Marketing 9 Comments
Great Brands Begin Internally
For many marketing departments, the primary focus is on building a brand that engages the target audience to create awareness and generate interest. Budgets, research and strategies are all aimed at building a brand that speaks directly to the external people it’s intended to reach. But we can’t stop there.
Tags: Brand, Brand Strategy, Branding, Marketing 3 Comments
Is the Netflix brand strong enough?