LimitlessE Branding Blog

rendering the competition irrelevant

Archive for Image

Branding Beyond Crisis

Many branding efforts are driven with the expectation of success and a general goodwill towards the brand.  Unless the brand is a political campaign, many brands fail to plan for times when the general message and identity of the brand fails.  “Living with a strategic disconnect at the core of the brand may be possible in good times, but weaknesses are magnified when faced with a disaster.”  Read more about BP’s brand crisis here.

Another good read is Karen Post’s book, Brand Turnaround: How Brands Go Bad and Return to Glory.

Lesson learned here…Always have a backup plan!

 

Personal Branding – Real or Hogwash?

The concept of personal branding became really popular with Tom Peter’s 1997 article in Fast Company magazine called, “Brand Called You.”  Since then countless books, seminars and workshops have been popping up everywhere.  Many have questioned whether the concept of personal branding is just a passing fad.

Carlos Mandelbaum made this video that’s somewhat a spoof of the whole concept:

But when all is said and done, while the term ‘personal branding’ may be relatively new, the concept has been around quite a while.   Here’s an excerpt from Tom Peter’s original article:

“It’s a new brand world.   That cross-trainer you’re wearing — one look at the distinctive swoosh on the side tells everyone who’s got you branded. That coffee travel mug you’re carrying — ah, you’re a Starbucks woman!

Your T-shirt with the distinctive Champion “C” on the sleeve, the blue jeans with the prominent Levi’s rivets, the watch with the hey-this-certifies-I-made-it icon on the face, your fountain pen with the maker’s symbol crafted into the end.

 

You’re branded, branded, branded, branded.

 

It’s time for me — and you — to take a lesson from the big brands, a lesson that’s true for anyone who’s interested in what it takes to stand out and prosper in the new world of work.

 

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You……

 

It’s this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else.”

Read the entire article here:  http://www.fastcompany.com/magazine/10/brandyou.html

Best Global Brands of 2010

The Best Global Brands of 2010   

  1. Coca-Cola
  2. IBM 64,727 ($m)
  3. Microsoft
  4. Google
  5. GE
  6. McDonald’s
  7. Intel
  8. Nokia
  9. Disney
  10. Hewlett-Packard

 See the full list here

Coca Cola is named the top global brand for the 11th year in a row.  Interbrand is respected as the leader in the field for its brand methodology.   2010’s best global brands report makes three good points about branding in today’s marketplace: 

  • Today’s brands can’t hide anything from customers
  • Now customers can let the world know how they feel
  • TRUST and CUSTOMER LOYALTY – these are the words that matter most in today’s market place

Topping the list for the 11th year in a row, the report seems to think Coca Cola is as close as it gets to the perfect brand: 

“Coca-Cola gets almost everything right. Its brand promise of fun, freedom, spirit and refreshment resonates the world over and it excels at keeping the brand fresh and always evolving – all this, while also maintaining the nostalgia that reinforces customers’ deep connection to the brand. For such a large brand, it operates quickly, flexibly and innovatively, tailoring itself to local markets without tarnishing its legacy. … It has adapted quickly to social media, with 11 million fans on Facebook and 96,385 followers on Twitter as of August 2010. And while its brand may not be perceived as the best corporate citizen, in reality it leads in this area as well, providing US $305 million through the Coca- Cola Foundation. The brand is likely to face challenges as customers grow more health conscious in the coming years…However, it is already thinking ahead with aggressive targeting of fast developing markets and programs like Healthy Active Living which address this criticism head-on.”

Read the full report here.

We look forward to how Coca Cola continues to carry the banner of the best global brand while addressing the challenges that face the entire food and beverage industry.

Rebranding Africa

President Obama in hana
As an African-American owner of a brand consulting firm, this article in today’s edition of the New York Times drew my attention immediately. It talks about the significance of President Obama’s visit to Ghana today and why he chose Ghana over Kenya. He ends the article with this statement:
“African is not just Barack Obama’s homeland. It’s ours too. The birthplace of humanity. Wherever our journeys have taken us, they all began there….until we accept and appreciate this we cannot be fully whole. Could it be that all Americans are, in that sense, African-Americans?
I wonder…does Africa need to be re-branded? If so, who owns this re-branding process? Are we waiting for “others” (unacknowledged) to do it? Will the world one day accept/believe the knowledge that we are all one race? What do you think?
Read the entire article here: http://mobile.nytimes.com/2009/07/10/opinion/10bono.xml