08.01
This is a pretty cool report issued by L2, in partnership with Labbrand (where I work), looking at the “Digital IQ” of prestige brands operating in China and ranking 100 of them. This version of the report identifies some strong positive correlations between Digital IQ measurements and the brand valuations published by BusinessWeek and Interbrand every year. Of course, correlations don’t imply causation, so the relationship between the numbers may bring more questions than answers.
Thanks to everyone at Labbrand and L2 that did the research and put this all together. Stay tuned for an article-form version of this report, which I’m currently helping to write. Should be available in a few weeks.
03.03
In my last post I wrote about the strategist’s role of finding the compelling idea within an organization and stripping away the rest, and made an admittedly highfalutin’ comparison to Michelangelo’s statement that the sculptor’s task is to find the statue hidden inside every block of marble.
No one’s saying brand strategy or corporate ID design is competing with Renaissance art, but the truth is that the link between brand strategy and art/design is more than a metaphor. As design thinking gains more momentum in the business world,
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03.30
[Originally published on B2B Brand Debate]
The goal of branding is sometimes explained as an attempt to create an emotional connection between brand and customer. It’s easy to demonstrate the effectiveness of this emotional side of branding with examples like Disney, Starbucks, and Harley-Davidson (brands that you may associate with happiness, indulgence, and rebellion, respectively). Brand managers working with business-to-business (B2B) brands, however, often chafe at the idea that their company or product—maybe an accounting firm or an esoteric scientific research tool—should be connecting with its customers at an emotional level.
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