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Category: Brand Strategy


Speaking Brand (20% Change, 80% of the Same)

Offering suggestions to restrategize an organization is not hard. But for the leadership to except them is the challenge. In rare situations we come across brands that need to be recreated (a start over). It’s usually because they were named wrong or have not maintained their reputation and it would be near imposable for the ...Continue Reading...

Word-of-mouth Influence (Your Best ROI)

There are many different ways to approach marketing campaigns. Communicate the features, high-pressure sales, price build-ups, focusing on the pain and the list goes on-and-on. But these tactics are useless, unless you have a strategy of profitable sustainability. Most quick sales tactics leave customers feeling unimportant, mislead, and taken advantage of. This causes suspicion in ...Continue Reading...

The downfall of NOWISM!

In this uncertain economy many brands without a clear vision will get lost in the seduction of providing a little bit of everything to everybody and lose the power of creating a reputation as a leader in something. We are about to go through a reshuffling of the brand deck. This is the biggest opportunity ...Continue Reading...

Sunday Insights #2 (God… wrongly positioned?)

If you are around me long enough you will know that one of things I’m against is false positioning. It’s like a casino advertising that they are a great family place but in actuality they rip families and people’s lives apart. (Trust me I live in the Atlantic City, NJ area.)   I once shared ...Continue Reading...

Be careful with the word Yes!

Yes, is a dangerous word when it involves organizations being put in a position that exceeds their ability. Because if an organization doesn’t deliver to the exceptions set they will leave people on the receiving end disappointed.   The quickest fall for a brand starts will a disappointment.   On the other hand when a ...Continue Reading...

Stuck in the Boardroom

I have found that many great ideas are bottle necked in the boardroom for 3 main reasons.   Limited PerspectiveThe board is to close to understand what the reality of the outside perception of the organization is. Because of their perspective new strategies are built in a chamber around the individual likes of the board ...Continue Reading...

Brand Advocacy (Common Sense & Street Smarts)

The *Brand Advocate and the **Brand Detractor are one in the same. What action comes out depends on the experiences they have with a brand. You can identify these individuals through two main traits: Common Sense and Street Smarts. Common sense allows the person to determine if the brand’s service, product or cause is something ...Continue Reading...

Brands Inspire Belief

A brand inspires belief of a forecasted future. The belief works as a solution to a problem. The greater the problem the more engaging the brand will be. A quick insight:Money is not a solution nor does it inspire belief. Money is a by-product of a great cause. If you are solely driven by profit ...Continue Reading...

The Comparison

The other night I heard someone say, “check out my phone, it’s just like the…” If your brand, product or service is described like this, you have work to do....Continue Reading...

Scent Branding

Sound, sight, touch, taste and smell are the five senses that great brands tap into to create an emotional connection between them and their market. The major sense that is least used and the hardest to leverage is smell. But yesterday my wife noticed a brand that has done an excellent job at it. Babies”R”Us ...Continue Reading...

Clients We Have Helped

  • RZIM
  • Billy Graham
  • ECFA
  • Younglife
  • Moody