“A brand should strive to own a word in the minds of the consumer.” It’s one of the key messages in Al and Laura Ries’ book, 22 Immutable Laws of Branding. I use this gem in every marketing and branding presentation I give, using national examples (Volvo, FedEx, Nordstrom) and a few locals (Beef O’Brady’s, […]
Re-Branding To-Do’s and Pitfalls
