Of course, it must grow while maintaining its reputation and profits. When brand extensions, product lines and new products are developed, strategic questions arise on how we manage these valuable brand assets. The answers have an effect on value creation and brand capital. This is… Read more >
Over the years I’ve heard from many clients how great their customer service is. Yet, many of them have no protocol that enables the employee to handle a customer issue on the spot. Why not give the employee authority to make decisions below a certain… Read more >
While the times may change, your reason for branding won’t. By Jennifer Holland, Certified Brand Strategist, Holland People+Brands Sure, the way the marketplace works today is very different from the way it did even just a few years ago. For example, remember when companies spent… Read more >
Six Words to Breathe Life into Your Brand Communications By Jennifer Holland, Certified Brand Strategist, Holland People+Brands The Promised Land of all brand communications is potential customers’ minds. In their minds is where your brand lives. It’s where your brand is judged, believed, ignored, desired,… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands You have a business, and you have a product or service to sell. That’s good news. But I’ve got bad news for you, too: The marketplace doesn’t care. Yes, your product or service is very important to… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands While at the airport the other day, I saw some of the best examples of good branding. No, it wasn’t in all the airport banners, advertisements, and point-of-purchase displays (most of which were bad examples, actually.) It… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands First, let me apologize. If you’re reading this, and it seems like I am talking about you, I’m sorry. I don’t want to embarrass you. But, you know who you are. I was at an open house… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands Some people scoff and snicker at this brand point, but they are wrong. In my Build Your Brand workshops, I often compare and contrast famous brands, such as Super 8 and The Ritz Carlton. I’ll ask what… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands I hope you answered all the provocative questions I asked you last month about your business and your values. If not, go here before you move forward with this article about creating your perfect customer. Now, let’s… Read more >
By Jennifer Holland, Certified Brand Strategist, Holland People+Brands Last month, I talked with you about the right answer to a question almost everyone gets wrong. If you missed it, you can see it here. This month, as promised, let’s discover the who, what, why and how… Read more >
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