Helping good people build great brands.
Walmart is the largest bricks-and-mortar retailer in the history of the world. This has been the case since 1989.
But think about how many other retailers have grown successfully since then. Here’s a partial list:
Target. Nordstrom. Costco. Amazon. Zappos. Alibaba.
Continue reading “The Thing About Goliath”(Reading Time: 4 minutes)At a recent branding seminar, I asked attendees what they hoped to achieve with their branding efforts. One guy exclaimed, “I want what Nike has – instant name recognition!” Around the room, many heads nodded in agreement.
Over the years, I’ve asked clients, prospects and colleagues that question hundreds of times, and a fair percentage of replies are along those lines. Maybe it’s Starbucks or Target instead of Nike; maybe they want their brand to be a “badge” or have “a logo everyone knows.”
So why do so few brands achieve those results? Because most brands don’t earn them. They want the quick fix. They want to play it safe. Or they want something for nothing. Continue reading “Want What Nike Has? You Gotta Earn It.”