Mike Leslie, founding partner and CEO of Full Punch, cites Maya Angelou when discussing how emotion drives lasting brand connection.
People Will Never Forget How You Made Them Feel.
Author: Mike Leslie
The Outstanding Internal Benefits Of A Rebrand.
Most marketing leaders think about rebrands as a way to modernize their look and win market share. But the best rebrands do something extra: they make your company a better place to work and boost employee engagement, retention, and satisfaction along the way.
Beyond the Logo. Building Brand Fluency For Better Advertising.
We’ve all heard it: “Make the logo bigger.” Or “Add two more seconds to our end slate.” Sometimes it’s “Keep the logo on screen for the entire spot.” Whatever it is, a logo is just one part of the branding matrix.
Advertising And The Fallacy Of Predictability.
Most companies are seeking advertising that has predictable results. To do so, we start from a predictable place and deploy predictable tactics. We’ve all been there. At the briefing discussing the objectives of the desired results or predicting the campaign’s outcome before anything has been created. Or worse, we’re sitting behind a two-way mirror, putting…
What Does Your Brand Stand For?
Henry Ford famously said, “A business that makes nothing but money is a poor business.” Purpose puts brands on a meaningful track, keeping companies accountable to their staff, customers, and the environment. In 2006, Simon Sinek introduced the Golden Circle, which had marketers worldwide talking about a brand’s “why.” It also became the archetypal model for brand building everywhere.
Sustainable, Eco… How About Respectful Tourism?
On a recent trip, we visited the Verdon Gorge in southern France. We travelled up the famous canyon road, stopping to take pictures at designated spots. It didn’t take long before witnessing a couple of ridiculous tourist acts. First, at the top of the scenic canyon, we saw someone jump a fence barrier protecting people from falling off the cliff for a photo op. It was hard to watch as he stepped closer to the edge.
Your Metrics Need A Punch.
A single metric for success has the power to streamline and inspire your organization. Every company has a unique approach to measuring success. It’s quite common for different departments at the same company measured by entirely different criteria. A fractured measurement approach can quickly lead to competing goals within an organization, and worse, competing departments, exacerbated when companies are decentralized.
Outperforming Performance Marketing.
In our industry, we tend to measure what’s easy. But just because something can be measured more easily doesn’t mean it performs.
Distinct or Extinct?
Mother nature and advertising share a lot in common. The notion of adapting or dying has evolved species remarkably, yet brands are dying at alarming rates, with few evolving before it’s too late. The fact is, most brands do not stand out. 89% go unnoticed and of the 11% that are remembered, only 4% are remembered positively.
Is It Time To Rebrand?
There’s no such thing as a static market. Consumers are constantly evolving, technology is forever changing, culture is continuously growing, and product enhancements are never-ending. To keep up with these shifting sands, brands need to occasionally rebrand to maintain their relevance and performance.