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November 21, 2013
Sally Ormond What the Hell is a Brand Anyway?
By Sally Ormond
Can the term ‘brand’ be defined, or is it just a bit of fairy dust marketers and PR agencies sprinkle on clients to make them believe they really are worth the astronomical fee they’re charging?

According to Wikipedia a brand is “the name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.”

But I’m not convinced.

Sure, when you see Apple’s apple, or Nike’s tick or Chanel’s interlocking ‘C’s, you instantly recognise the company. But surely a brand has to be more than just a symbol. It must also stand for what you get from those companies. [...]

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Recent Articles:
Are you edging it?
The middle ground feels safer. That’s why it’s so crowded. However, the real value comes from pushing what you do to the edges.

There isn’t an area of your business, which you can’t edge. For example:

• Pushing your copywriting to the edges, so it motivates people to take action.

• Pushing your service to the edges, so it’s of unique value to people.

• Pushing your quality to the edges, so your brand becomes a byword for excellence. [...]
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As a business owner, you never pay the price for success, however, you do pay a hefty price for failure. The price of failure is being paid daily, though most business owners are blind to it until they get the bill at the end. You pay a price for [...] If you’ve suffered through meetings where colleagues use PowerPoint decks as their autocues for droning ‘presentations,’ you’ll love this development at two leading companies that could be a model for others to emulate. Author and communicator Eric Bergman reports that two CEOs – Jeff Bezos at Amazon and [...] Some useful tips here from Stephen Hannon as he picks on the topic of death by PowerPoint! We’ve all been there. An important customer meeting has finally been scheduled, and a presentation is needed. As usual, you feel there’s a [...]
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