Branding

As I prepare to speak at the American Marketing Association’s Branding Conference, one of the questions that was presented to me was besides Apple and Nike, name a brand that you really admire and why. Fair enough.

Meet Larry Alsum, the face of Alsum Farms & Produce, and learn how this TMA+Peritus client transformed their brand from the inside out. Like Orville Redenbacher, Jimmy Dean and Victor Kiam, when does it make sense to have the company’s leader be your brand?

Sure, the tiny details can be important enough that the gods may live there - but don't forget to step back from your brand occasionally and view it from a distance.

Talk to a few business or marketing people throughout the year and you will find that the word “branding” has nearly as many definitions as the word “love.” Some organizations understand branding to be their logo and tagline, their graphic standards, or their product names. Sure, but if you consistently fail in delivering value to your customers, does your clever tagline mean anything? 

Actually, quite a bit. There’s the obvious; just because you expose yourself doesn’t mean you can’t be overexposed.