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Fallacy of re-branding applies to airport’s strategy

“Oh, you’re a brand consultant? Our company just went through a re-branding effort six months ago. We’ve all got new business cards, a new logo and new ad campaigns coming out.” I cannot tell you how many times I hear this and similar statements from those I meet on a daily basis. And I cannot… Continue Reading Fallacy of re-branding applies to airport’s strategy

Enlisting and equipping your customer advocates

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The lists are all out: 2012’s Most Inspiring Companies (published by Forbes), World’s Most Admired Companies (Fortune), 100 Best Companies to Work For (Fortune) and so on. These lists comprise data — the perceptions of the consuming public — collected by third-party firms. So, what are the driving attributes that get and keep companies on… Continue Reading Enlisting and equipping your customer advocates

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Guide your brand to sustainable success in 2013

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In a recent CNBC show called Keeping America Great featuring two American icons, Bill Gates and Warren Buffett, a college student asked Gates something like this: “Considering your level of success, what do you attribute to just sheer luck?” Gates answered that first it was being born in America and second, being born at this… Continue Reading Guide your brand to sustainable success in 2013

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