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brand strategy

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The three most valuable brands in the world — Amazon, Apple, and Google — are collectively worth close to $1 trillion. While most companies don’t need to reach mega-brand status to stand out in their niche, there are some lessons challenger brands can take away from the giants. Most importantly, they need a solid brand strategy that will support a strong brand identity. Brand identity isn’t just a logo or an advertising campaign; it’s the…

Growing up, I wasn’t a fan of the Dallas Cowboys — not even a little bit. Watching my team, the San Francisco 49ers, get dismantled in the early 90s, and hearing about it from the Cowboys fans at school was nauseating. I wondered how other kids at school could back the team when they had never set foot in Dallas, let alone Texas. For as long as I can remember, the Cowboys have always been…

Since 2009, thousands of business owners have appeared on Shark Tank to pitch “million dollar” ideas to the sharks, a group of investors who provide funding for a percentage ownership share of a company. Now a worldwide phenomenon, the show features inventors, entrepreneurs, and everyday people seeking funding for their direct-to-consumer (D2C) product or service.  While each episode may only feature a handful of segments, not every company gets funded, mostly due to a lack…

Trying to drum up brand awareness without the right partners is like trying to build a house with only a hammer and nails. Though it might be possible, the process will be complicated, take longer than necessary, and may not turn out the way you originally planned. Similarly, the landscape of brand awareness tools on the market is arguably more complicated than the world of power tools (and less likely to cause an ER visit…