Competition Can Be a Brand’s Best Friend, Differentiator and Collaborator

By |2019-08-05T22:50:07+00:00June 22nd, 2019|Brand, brand development, Brand Messaging, Brand Persona, Brand strategies, Branding, content creation, Corporation, Culture, Loyalty, Marketing, marketing strategies, Video, Website|

From branding point of view, there is no better way of defining a brand’s unique value propositions (“UVPs”) than by studying its peers or “competitors”. How else do you differentiate yourself in the marketplace? It is by a theory of relativity and the myth of one’s innate originality. A brand needs to have a limitless mindset rather than a limiting one to embrace and leverage competition and turning competitors into peers. Synergy created by mutually supplementing strengths and weaknesses with collaboration among competitors creates better UVPs and a diverse ecosystem.

Survival of the Fittest Brand

By |2019-08-05T22:58:58+00:00March 10th, 2019|Brand, brand development, Brand Messaging, Brand Persona, Brand strategies, Branding, CEO, Consumer experience, content creation, Corporation, marketing strategies, ROI, Technology, Website|

A brand lives and breathes. A brand’s survival depends on how it adapts to its natural environment. When the market environment changes, the brand, even though it has been around for more than 100 years, must rapidly adapt, or die. To thrive, rather than just survive, we need to regularly evaluate a brand and the marketing approach for the brand - in relationship to the competitive environment in which it exists and then come up with potent and fresh marketing tactics and brand narratives to promote each brand’s unique value propositions and persona.

What Makes a Brand? What Is It For? – Beyond Nike’s Double Digits Profit Gain After Kaepernick Ad

By |2019-01-12T05:33:11+00:00January 12th, 2019|Brand, brand development, Brand Messaging, Brand strategies, Branding, Consumer experience, content creation, Corporation, Culture, Experience, Loyalty, Marketing, marketing strategies, TV Personality, user experience, Verbal content, Video|

Nike's ad sparked an intense controversy. A short summary of the controversy last fall: Nike featured Kaepernick in its 30th anniversary of  "Just Do It" campaign, and created a national debate, for or against Kaepernick’s decision to kneel during the National Anthem that he intended as protesting police brutality against blacks, while others interpreted his [...]

Storytelling and Branding

By |2018-11-28T18:01:02+00:00November 26th, 2018|Brand, brand development, Brand Messaging, Brand Persona, Brand strategies, Branding, CEO, content creation, Corporation, Culture, customer experience, Loyalty, Marketing, marketing strategies, Photos & Graphics, user experience, Verbal content, Video, Websites & B/Vlogs, write|

Meaning + Emotions = Storytelling. To live is to be part of a story. To live a story, a vision, a dream, marks the difference between “living” and “existing.” For a business, it is the story that’s the difference between “selling products” and “influencing with a brand”. For a customer, that’s difference between being “sold [...]

“In Machines We Trust”? – Verifying Authenticity by AI and Blockchain (Part 2 of 2)

By |2018-10-27T16:38:14+00:00October 27th, 2018|AI, Artificial intelligence, Big Data, Blockchain, bots, Brand, brand development, Brand Messaging, Brand Persona, Brand strategies, Branding, CEO, content creation, Corporation, Culture, customer experience, Deep Learning, Digital information, Experience, facts reporting, Fake news, Journalist, Loyalty, Machine learning, Marketing, marketing strategies, Media, News stories, Technology|

If you’d like to first read the preceding Part 1, here is the link: (https://10plusbrand.com/2018/10/21/in-machines-we-trust-verifying-authenticity-by-ai-and-blockchain-part-1-of-2/   Who has the final authority to declare truth or falsehood? Who is to judge if a piece of news is fake or real or in-between, for a specific purpose or use by particular humans? In the end, a human [...]

“In Machines We Trust”? – Verifying Authenticity by AI and Blockchain (Part 1 of 2)

By |2018-10-27T17:12:06+00:00October 21st, 2018|AI, Artificial intelligence, Big Data, Blockchain, bots, Brand, Brand Messaging, Brand Persona, Brand strategies, Branding, CEO, content creation, Corporation, Culture, customer experience, Deep Learning, Digital information, Experience, facts reporting, Fake news, Journalist, Loyalty, Machine learning, Media, News stories, Technology, user experience, Video, write|

“Information Authenticating Tech” is most desired today A prestigious club in Silicon Valley (Churchill Club) has annual predictions of the top 10 trends in technology.  In May 2018, the winner by popular vote of several hundred in the attending audience was the prediction of a new class of software that guarantees authenticity for news, authorship, [...]

Is your video hurting or promoting your brand?

By |2018-10-15T21:12:14+00:00October 15th, 2018|Brand, brand development, Brand Messaging, Brand Persona, Brand strategies, Branding, Branding Videos, CEO, Consumer experience, content creation, Corporation, Culture, Experience, Loyalty, Marketing, marketing strategies, Photos & Graphics, Verbal content, Video|

The danger of casually made “selfie” videos Has this ever happened to you: On LinkedIn you stumbled upon a shaky “selfie” video of a talking face trying to impose his/her messages on you, and you just couldn’t wait to click away, as if shooing away a fly? My heart goes out to those who create [...]

Customer experience: A brand needs a heart and a soul, to move hearts and souls

By |2018-09-05T23:48:51+00:00September 5th, 2018|Brand, brand development, Brand Messaging, Brand Persona, Brand strategies, Branding, Consumer experience, content creation, Corporation, customer experience, Experience, Loyalty, Marketing, marketing strategies, Photos & Graphics, ROI, user experience, Verbal content|

Giving customers a brand-experience “Buy experience, not things” is characterized as the new consumer trait for millenials and an increasing amount of people from other generations. Marketing and more importantly, BRAND-marketing is now more about your company’s identity (reputation, quality, trustworthiness, why you exist and more) and this identity can be delivered by giving buyers [...]

John McCain – An Exemplar for Standing for Something

By |2018-09-05T23:47:00+00:00August 26th, 2018|Brand, brand development, Brand Messaging, Brand Persona, Branding, content creation, Culture, Loyalty|

John McCain, A true American hero who has served his country for 60 years above himself and everything else, is resting in eternal peace today, August 25, 2018. The power of his own authentic brand transcended his affiliation with the Republican political party long before his passing. His own legacy, entirely based on the content [...]

The art of questioning: how to engage an audience in creating and presenting content for digital marketing

By |2018-08-19T21:48:04+00:00August 19th, 2018|Brand, brand development, Brand Messaging, Brand Persona, Brand strategies, Branding, Branding Videos, CEO, content creation, Experience, Marketing, marketing strategies, Photos & Graphics, SEO, Verbal content, Video, Website|

On digital marketing platforms such as websites and social media, content is mainly words and visuals like videos and photos. A video can be a potentially powerful tool for connecting to a target audience and multiply SEO rankings as much as 53 times, but if it is not done right, it can demote instead of [...]