Corante

About these Authors
EDITOR
Jennifer Rice Jennifer Rice
( Profile | Archive )

CONTRIBUTORS
Andy Lark Andy Lark
( Profile | Archive )
Johnnie Moore Johnnie Moore
( Profile | Archive )
John Winsor John Winsor
( Profile | Archive )

Johnnie Moore is a marketing consultant and facilitator based in London. As well as 20 years of marketing experience he's trained in psychotherapy, NLP and Improv. Find out more at his blog.

Andrew Lark's more than 18 years experience of all facets of marketing, branding, sales and communications spans technology, Internet, telecommunications and consumer sectors. There he has led award-winning programs and teams for brands such as Dell, Sony, SBC, IDSoftware, Nortel, Microsoft and Sun. He is a thought leader and innovator on the convergence of brands, communications and social networking technologies. Find out more at his blog.

Jennifer Rice is a strategist and evangelist for relationship-centric brands. She brings 15 years experience in brand strategy, customer insight and marketing communications, and has worked with companies such as Microsoft, Verizon, Alcatel and Corning. Her current passion is exploring how brands are being impacted by blogs and other social technologies. Her company blog is What's Your Brand Mantra?

John Winsor is the author of Beyond the Brand: Why Listening to the Right Customers is Essential to Winning in Business and the Founder/CEO of Radar Communications, a consumer-centric consultancy. You can find out more about him at Beyond the Brand.

About this Insider
BrandShift explores key trends in branding such as customer experiences, market conversations and social technologies. Our goal is to help executives and brand managers evolve their brands to thrive in the new customer-driven marketplace.
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BrandShift

« Worth A Read... | Main | Internet's Influence On Buying »

July 11, 2005

Al On Hilton

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Posted by Andy Lark

Interesting piece by Al Ries on Hilton and the need for clear brand positioning. (logon required).

Do you know your brand?
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
Powerful, long-lasting brands are built by owning a word in the mind.
What’s a Volvo? A safe car.
What’s a BMW? Fun to drive.
What’s a Barilla? Italy’s No. 1 pasta.

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