Three approaches to designing brand positioning for ad-free brands
In my last few posts (here and here), I shared some tips for collecting and synthesizing the brand research you will use to design positioning for your brand. In this post, I’ll share three approaches...
View ArticleA short video intro to The Ad-Free Brand
My publisher recently created a series of short video segments where I discuss The Ad-Free Brand. They were filmed in our New Kind office with a laptop internal video camera and Skype connection, so...
View ArticleThe Ad-Free Brand tip #1: to get the brand out, get the community in
My publisher recently filmed a series of short video interviews where I discuss my new book The Ad-Free Brand. This is the first in a series of tips from the book, entitled “To get the brand out, get...
View ArticleThe Ad-Free Brand tip #2: don’t think like Tom Sawyer
My publisher recently filmed a series of short video interviews where I discuss my new book The Ad-Free Brand. This is the second in a series of tips from the book, entitled “Don’t Think Like Tom...
View ArticleThe Ad-Free Brand tip #3: the community is more than just customers
My publisher recently filmed a series of short video interviews where I discuss my new book The Ad-Free Brand. This is the third in a series of tips from the book, entitled “The Community is More Than...
View ArticleIn Cuba, ad-free brands are the rule, not the exception
This morning, NPR ran an interesting story entitled Entrepreneurs Emerge As Cuba Loosens Control (thanks to Elizabeth Hipps for pointing it out), highlighting the rapid expansion of small, privately...
View ArticleTo establish brand positioning from the inside out, think like a conductor
In an earlier post, I highlighted one of the key concepts behind the ad-free brand approach: building your brand from the inside out, starting with the folks who are likely to know and care most about...
View ArticleAlly Bank shows there’s a right time for even ad-free brands to advertise
Even though I wrote a book called The Ad-Free Brand, I don’t hate all traditional advertising. In fact, sometimes, I absolutely love it. Today is one of those days. This morning I opened the New York...
View ArticleSighting: The Ad-Free Brand in Singapore
Thanks to my friend Jesslyn Koh for sharing this picture from the from the Kinokuniya Bookstore in Singapore. If you happen to be in the neighborhood and haven’t yet picked up a copy of the book, looks...
View ArticleGreg DeKoenigsberg’s Law of Institutional Idiocy
Every organization has people who act or work in ways that are detrimental to the brand. Often, if these people get results (meaning they make financial targets or otherwise achieve the goals that have...
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