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Ira Koretsky
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Duane Bailey
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I received an automated Twitter message the other day, in response to my decision to follow a health and wellness company that provides expert fitness advice and nutritional guidance. Since 2009, when I first opened my Twitter account, I've received thousands of these direct messages. What made this one stand out was its personal nature; specifically, the inclusion of the phrase, "I'm Neil – Community Manager @fitnessrepublic." I've always believed people place a higher value on relationships with other people than they do on relationships with a brand. So when a brand reaches out to me in a personal way…
The other day I gave one of our Storytelling for Executives workshop programs. In it I showed one of my all-time favorite videos, the Turbo Encabulator.  I show it to demonstrate the best and worst aspects of using jargon. Most people do not even realize how much jargon they use in his or her various communications. This video is a humorous way of gently reminding everyone to minimize jargon. One of the program participants asked me for the actual text of the video (see below), prompting me to write this post. You owe it to yourself to watch this one…
Tuesday, July 15, 2014

A Strong Brand Is More than a Promise

Written by Duane Bailey
I read an article in Forbes magazine a few years ago about purpose-driven branding, which spoke to the difference between a brand promise and a purpose. The article went on to say that while every brand makes a promise, not every brand has a purpose. Brands with purpose forge deeper relationships with their customers, differentiate themselves from their competitors and are worth paying more for. Your brand promise is ultimately how customers will experience your brand. Your brand promise is a statement of what you will do for your customers. A brand promise is to your brand what features are…
Your people, even the volunteers, are your brand. How they appear, what they say and what they do are all manifestations of your brand. While this may seem fairly obvious in a business setting (e.g., a salesperson on a sales call), it's often less obvious in non-business settings (e.g., employees on a community service project, volunteers serving others on behalf of a faith-based charitable organization, etc.). I encountered an example of this recently during my WorkCamp volunteer experience. To the residents we were helping, the other workers and I represented the faith-based service organization that had sent us to their…
I recently made a reservation for an appointment at an Apple Genius Bar. I had been away for a week and noticed my iPhone was running progressively slower as the week wore on. As I was preparing to return home, I decided it was time to have an Apple Genius take a look at it. When the time of my appointment had arrived, I walked into the Apple store and was greeted by an Apple Genius. With an iPad in hand, he asked me about my iPhone and how he could help. He ran some diagnostics and concluded my iOS…
A common fear among CMOs and other marketing leaders who have yet to embrace social media is losing control of their brand's online reputation. Social media is, after all, an open forum where anyone can share an idea or express an opinion. And yet, not having an active presence on social media platforms like Twitter does not completely shield non-social brands from unsolicited social media mentions, either positive or negative ones. The people who have something to say will either find a brand's Twitter handle (even those that are relatively inactive) or often guess at one for brands who do…
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