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As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float - and at the speed industries move at today, brands sink fast.
All fashion brands are about looking good. Being Human is also about doing good. And you can do good by the simple act of slipping into a t-shirt or a pair of jeans.
As I've progressed in my career, I've come to appreciate - and really value - the other attributes that define a company's success beyond the P&L: great leadership, long-term financial strength, ethical business practices, evolving business strategies, sound governance, powerful brands, values-based decision-making.
Perhaps we should worry less about judging people for being Mormon or Baptist or Muslim or gay or straight or black or white or Latino or by their religious or political brands and worry more about electing thoughtful, serious and ethical politicians on both sides of the political isle who are willing to work together for progress.
Charity Sunshine Tillemann-Dick
Companies and their brands need to reach out and speak directly to consumers, to honor their values, and to form meaningful relationships with them. They must become architects of community, consistently demonstrating the values that their customer community expects in exchange for their loyalty and purchases.
We have to treat smoking as a major public health issue. We have to reduce the extent to which young people start smoking, and one of the issues is the extent to which display of cigarettes and brands does draw young people into smoking in the first place.
The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.
Just as established products and brands need updating to stay alive and vibrant, you periodically need to refresh or reinvent yourself.
We all have personal brands and most of us have already left a digital footprint, whether we like it or not. Proper social media use highlights your strengths that may not shine through in an interview or application and gives the world a broader view of who you are. Use it wisely.
Amy Jo Martin
The interesting thing about the top 200 to 300 tweeters - a lot of them are musicians, actors, etc. LeBron James, etc. I think Lady Gaga is number one. But! They're not all celebrities. There's 'CNN Breaking News.' And the 'New York Times.' And other brands like Gary Vaynerchuk, who aren't really that known outside that world.
Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as 'sophisticated,' 'desirable,' 'innovative,' 'friendly,' and 'trustworthy.'
A lot of brands, you can't touch them. When you're dealing with Snoop Dogg, he brings you closer to the brand and it feels like it's a part of you.
My brands are an extension of me. They're close to me. It's not like running GM, where there's no emotional attachment.
The advent of Google+ and the emergence of the personalized web means this is more true than ever. Brands, and their advertising partners, must wake up to this challenge and define themselves with clarity, consistency and authenticity. Otherwise they just might find themselves shouting in a ghost town.
If you think about jeans or phones or television, we are used to new brands popping up right and left. But in the car industry, we grew up with Mercedes, BMW, General Motors, and Ford, and nobody can remember during his or her upbringing a new car brand coming to life.
Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals.
In the 1940s, cigarettes would be shown in classy situations, endorsed by celebrities - real A-list Hollywood stars in America - the ads would make claims about tobacco quality or manufacturing science and, bizarrely, some brands had what almost amounted to health claims.
We are looking to brands for poetry and for spirituality, because we're not getting those things from our communities or from each other.
Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.
Perhaps the most powerful lesson other brands can learn from Nike is the need to act in accordance with the reality of the world we live in. In a mutually dependant, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good.
Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own.
Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.
Many large brands are now just marketing machines for what's being made offshore.
I am extremely involved in the design process of both my brands, Winter Kate and House of Harlow 1960.
Martin Luther King, Jr.
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To err is human; to forgive, divine.
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