Facebook Reneges on Its Brand Promise

“YOU REACHED 9 PEOPLE”

TBA rsz

Without notice to its subscribers, Facebook suddenly changed its algorithms, essentially reneging on its basic brand promise. Remember, the brand promise is not so much what is made by the brand owners as it is the expectations of the brand’s customers, what they have come to believe about the brand, and what it stands for … [Read more...]

The Freedom Tower is More Than an Office Building – It’s a Brand

THE JEWEL IN LOWER MANHATTAN’S CROWN

rsz_freedom_tower[1]

When we were in New York City last year the cupola antenna was being hoisted into place at the top of the new Freedom Tower in the newly rebuilt World Trade Center. As a huge crane gently positioned the last piece of the Tower's stature in place, pictures of this physical and symbolic achievement were flashed around the … [Read more...]

Merchant or Brand Builder – A New Definition of Entrepreneur

SHORT-TERM PROFITS OR LONG-TERM BRAND EQUITY?

rsz_1tba_pic

At the 2014 World Conference on Entrepreneurship in Dublin last week, we heard a common question: “Do we need a new definition of entrepreneurship?” The word “entrepreneur” has had different definitions since its inception. In 1734, it first appeared in the book Essay on the Nature of Trade in General by the Irish-French … [Read more...]

Elon Musk – Brand Builder Delux

THINK BIG, REALLY BIG!

rsz_5tba_pic

When we are asked, "Who is your brand building hero?" the answer is easy: Elon Musk. He has built and sold brand after brand. He is the classic entrepreneur, taking the money from his last sale and plowing it into a new project, each one more daring than the last. With names like Zip2, PayPal, Tesla, and SpaceX, he's … [Read more...]