Does Your Brand Care As Much As It Cleans?

Does Your Brand Care As Much As It Cleans?

An interesting TV commercial for Woolite detergent caught my eye a few days ago. Yes, laundry detergent caught my eye. What stuck out most about the ad was its concluding line … “Woolite cares as much as it cleans.” For most consumers, it doesn’t get much more humdrum...
Brand Lessons from Pike Brewing Company

Brand Lessons from Pike Brewing Company

Earlier this month I wrote about my experience (and privilege) of serving as one of the lead instructors at the CUES School of Strategic Marketing in Seattle a few weeks ago. I shared our experience as a class in touring the Starbucks Reserve Roastery and credit union...
A Good Brand Allows for Occasional Promotions

A Good Brand Allows for Occasional Promotions

At this year’s Financial Brand Forum a few weeks ago, keynote speaker and brand guru Guy Kawasaki had a terrific offering of wisdom for attendees. One that really stuck with me went a little something like this: Your brand is the thing that earns your credit...
Are You Really Who You Say You Are?

Are You Really Who You Say You Are?

In a now infamous rant several years ago, Dennis Green, former coach of the Arizona Cardinals once said after a game, “They are what we thought they were.” One of legendary coach Bill Parcells’ most famous quotes was, “You are what you are.” I was reminded of those...
Branding Is Not Solely Up to Marketing

Branding Is Not Solely Up to Marketing

Whew. It’s so good to get that off my chest. As a former financial institution marketing executive, the idea that the brand is solely the responsibility of marketing is a heavy (and false) weight to bear. For your bank or credit union brand to achieve success,...