Tag Archives: The Brand Gap

Bad day at the beach

A friend of mine took his family to Virginia Beach for the weekend. They stayed at the stately old grand resort where the wealthy once frolicked, before they all owned beach homes of their own.

On the first evening, on a brick sidewalk in need of repair, just outside the main building, his teenage daughter tripped in the hole where a brick or two were supposed to be, and broke her foot. Her weekend, and the family’s, was ruined. (Not to mention the daughter’s entire summer vacation.)

If the resort manager were a smart marketer, how would he or she handle this situation? Continue reading

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Do you know your brand?

Over the past few years, dealing with business owners and marketing directors, I’ve found that about half my clients don’t really know their brand. Their own conception doesn’t match the market reality. Continue reading