Brand strategy, the practice of branding, identity, brand equity and related matters.
My Lucire interview with Bay Area designer Devan Gregori has gone online—it’ll likely appear in print afterwards with different visuals. Devan has a wonderful story about how she came to be a fashion designer, and it’s very different to those who fell into the trade through a childhood interest or watching their grandmother sew. I […]
I guess whomever wrote this in Wikipedia is being helpful, but the second pronunciation shown is not how you pronounce Lucire. It may be how you pronounce lucire, the quaint Romanian word, in Romanian, but it’s not the pronunciation of the magazine’s name. Maybe the Lucire Romania crew adopted this pronunciation when dealing with […]
Read More… from Lucire unplugs from OnlyKlans, and we find more Wikiality
One thing that marketing teaches you is that you need to have a market orientation: put yourselves in the shoes of the consumer and figure out what they want, rather than force something on them. And one thing that leadership teaches you is owning up to when you’ve got it wrong, and making the necessary […]
When I first started working, there was a profession called corporate identity. It wasn’t called branding. I noticed the vernacular change in the 1990s, more so in the early 2000s when even Wally Olins started using it more to describe what Wolff Olins did. You just have to follow the market. We’re at a point […]
When I launched Lucire into print in 2004, it brought with it some unwelcome elements. On the plus side, it raised the company’s profile and no doubt that helped sales. No one had ever taken a website into print before, with the exception of Yahoo Internet Life, as far as I know. Certainly no one […]
Read More… from Company founders, talk about your businesses and the great work they do
Authentically You, a life and career coaching business in Wellington, New Zealand, has just launched. We’ve had a hand in the design and website development (where it had to be Wordpress and easy to manage), and it’s also been our task to get it on to the search engines. I was very surprised that […]
Read More… from A new website goes up—and Yandex beats them all
Market orientation suggests that you should base your marketing on what the client wants. In basic terms, put yourself in the customer’s shoes. There are plenty of studies that back this up, beginning roughly when the 1970s became the 1980s. So if the British people are going through a cost-of-living crisis, then it would pay […]
Read More… from From a marketing perspective, the coronation was out of sync
I followed a Ford Ranger today and felt nothing. This isn’t as strange as it sounds. Ford has become a truck company here, too, and there’s nothing about the blue oval that stirs the soul any more. Mustangs are rare, and Ford—which once democratized flash—doesn’t have the brand equity that it used to. Never mind […]
This is particularly good stuff, especially in these times when companies want to hang on to their employees and foster a better internal culture. Insight Creative’s Staff Engagement Masterclass video tutorial has some excellent advice, in line with a lot of what I’ve preached over the years. Their model is excellent and really breaks down […]
Read More… from Engaging your team: an excellent video tutorial from Insight Creative
I suppose it shouldn’t surprise me that I have a US Library of Congress entry, as a published author, though if I am reading it correctly, it relates to my 2010 mayoral campaign. Following the links there, I arrived at a Virtual International Authority File but the data there seem to relate to my Wikipedia […]