Showing category "Brand Building" (Show all posts)

You Can't Specialize in Everything

Posted by Keith Jolie on Monday, August 19, 2013, In : Brand Building 
There's a local mechanic that advertises that they specialize in all makes and models.   An IT services company I worked with proudly proclaimed that they were focussed on small, medium, and enterprise business.  In any smallish town in Canada there is a restaurant that specializes in Chinese and Canadian Food.  I don't even really know what Canadian Food is really, but that's another discussion.

The point is that a specialization by definition is exclusive and limited to something very specif...

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LinkedIn - Don't get uninvited

Posted by Keith Jolie on Thursday, June 13, 2013, In : Brand Building 
We all have them.  That person who makes you dread looking at Facebook.  Their posts make you cringe for any number of reasons and you ask yourself how a person that you like in real life can be such a doofus on line.

I'm not going to lie to you - if you took typing classes in school, didn't have a cell phone as a kid, or remember when McDonald's had a smoking section...this article is probably mostly directed at you because you are probably making these mistakes on LinkedIn.

No matter what let...

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What can your brand learn from Windex?

Posted by Keith Jolie on Wednesday, February 27, 2013, In : Brand Building 

A couple of quick stories here that may help you re-think how you look at your brand(s) and the ways that you present them to your target market.

They both focus on one brand family, the S.C. Johnson wax company.

Back in the late 90's I was out with an executive from S.C. Johnson and he was recalling a visit with one of the S.C. Johnson family (yep...it really is a family company) to their Canadian operations.  During their visit, he discussed getting his start in the family business.  He had a...
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Business Rock Stars

Posted by Keith Jolie on Tuesday, November 20, 2012, In : Brand Building 
If you ask me, the true rock stars of business are the risk takers.  The entrepreneur who has a vision for their business in spite of the naysayers, pundits, or what their friends say.  Microsoft, Google, MySpace, Apple,Volkswagon and countless other companies like them (regardless of how successful or competitive they are now..) all have been innovative often to the point of being blatantly ridiculed or at least misunderstood by the mainstream. 

But you don't have to look at big companies t...


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What is my "Brand" - What kind of bricklayer are you?

Posted by Keith Jolie on Tuesday, June 26, 2012, In : Brand Building 
When I was in elementary school, my grade 6 teacher was talking about careers and he was walking around the class asking people what they wanted to be when they grew up.  I'm sure that there were the usual policeman, ballerina, astronaut and fireman responses, but the one that I remember was when a kid said that he wanted to be a bricklayer. 

I seem to remember that there was some laughter from the kids in the class - probably because a kids only exposure to bricklayers were the gruff cartoo...
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