“It’s rarely one brand that knocks off another. Usually, brands succumb to self-inflicted wounds.”
See what I did there? I opened up this post about quotes from You Can’t Ride Two Horses with One Ass by branding expert Kurt Bartolich with a quote from the book.
The essence of the opening quote and of the book is brand conservancy. Protection. Vigilance. Curation.
Many branding books have been written on how to build a brand. Now we’ve got a clear and concise guide to nurturing and protecting our most valuable asset from the lack of discipline and understanding that devalue, if not destroy, our brand.
The book title itself is a quote. “I immediately recognized how it embodies everything I believe about branding,” Kurt writes in the opening chapter about the expression he heard an account manager use with a client.
And with that … two dozen quotes about brand conservancy from You Can’t Ride Two Horses with One Ass.
First, the good news. Any day now, we should receive a free shipping label from HP to send our useless printer to one of their recycling centers.
That’s the full and complete extent of the good news.
This is the story of an otherwise functional HP PhotoSmart 6525 All-In-One Inkjet Printer that stopped printing black ink and, as a consequence, faces the fate of dismantling and (hopefully) reuse.
Authenticity. Engagement. Culture.
Marketing and management buzzwords? Yes. But they’re also table stakes. Cost of admission. Necessary but insufficient.
To recruit and retain the best people, your organization needs these things. But what do they look like in practice? How do you inventory your company’s situation and improve from there?
Recently, Gareth Jones and Rob Goffee tried to tackle this. Through their research 6 themes emerged to help define the best company to work for.
A customer talking about your company to a friend.
A new hire announcing his or her new job with your company to family and friends on Facebook. And prior to that, he or she is a recruit considering your offer and discussing it with a spouse, mentor, family member, or friend.
A supplier justifying an extension of your company’s contract with his or her team members.
Members of a neighborhood association weighing in on your company’s planned expansion.
What are they saying? What story are they telling?
How do they describe your company? Above all, how do they feel about you?
If you don’t have confidence in your answers, read on.