Category Archives: Building Brands and Brand Nations.

Building Brands and Brand Nations: Falling in love. Part 1.

You’ll never argue yourself into someone’s heart. Intellectual arguments alone have rarely proven to be compelling communication strategy. Relying on them can be a complacent and (dare I say) lazy and ineffective tactic. Now more than ever, you must create … Continue reading

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Building Brands and Brand Nations: Becoming Believable. Part 2

The first part of this series is about the importance of your customer’s beliefs. This second part of the series discusses the role of belief in building brand nations. Building brands is about creating belief and meaning. Building brands is … Continue reading

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Building Brands and Brand Nations: Becoming Believable. Part 1

Belief systems are among our strongest motivators. For each of us, our beliefs are at the very core of our being. We are invested in them. And regardless of how flawed in logic, “It is these beliefs for which we … Continue reading

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Building Brands and Brand Nations: What is a brand nation?

Nike, Coke, BMW, Apple all have legions of followers. Addidas, Pepsi, Lexus, and Dell do too, but there’s a difference. Any one of us can readily recall what the first group of brands mean to their loyalists.┬áThe second group are … Continue reading

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Building Brands and Brand Nations: A Series. What is a brand?

Why do we talk about branding so much? What does it really mean for your business? Your brand is not simply a logo. Or a name. Or a web site. Your brand is an entire identity. Simply put, your brand … Continue reading

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