Visual branding depends on consistency. Emerging businesses go to great lengths to develop a compelling, unique logo – from the design to the font and the colors – and to represent it uniformly across multiple platforms and types of use. After all, brand recognition is vital and can’t be achieved without visibility and consistency.
That’s why it was surprising to see that one of the most recognized brand logos in the apparel market was diversifying. However, Lacoste’s decision to mix it up and stray from its iconic green crocodile logo has actually created more visibility, and not just for the brand. Continue Reading
In an age of rapid change and technological advancement, it can seem as though every decision is a crossroads. Whether choosing where to invest or who to vote for, every choice we make can result in runaway success or a missed opportunity. In business, these crossroads might lead us to thrive or to fail.
How can we clearly see what’s ahead of us and avoid missing out on the next big thing? Let’s start by examining one of the most noteworthy missed opportunities in business history: when Blockbuster Video passed on the chance to buy an emerging competitor called Netflix. Continue Reading
There’s something special happening in Kansas City’s Berkley Riverfront Park. Bar K Dog Bar, which opened last August, is revitalizing the area by serving a unique intersection of consumer interests. The primary attraction is a “state of the art” dog park overseen by dog-care professionals, which draws dog owners from across the metropolitan area. But what separates Bar K from other dog parks is the inclusion of a restaurant, bar, and coffee shop where customers can relax and connect while their pups play nearby. Continue Reading
On any given weekend in the spring and summer, the aisles at Family Tree Nursery in Shawnee, Kansas are packed with customers seeking beautiful plants, pots, and other home and garden products. This family-owned nursery, with three locations in the Kansas City area, has been providing top-tier customer service and vibrant, healthy plants since 1964.
As with any nursery, the spring, summer, and fall are busy and full of life. But what about the winter? How does a seasonal business attract customers during the “off” season? Continue Reading
One enduringly successful brand, the outdoor lifestyle-focused REI (which is celebrating 80 years this year), has taken the concept of brand action to new heights in recent years. Their OptOutside movement boldly reshapes the status quo among retailers and provides a powerful model for brands that want to turn their brand image into a signifier of something greater. Continue Reading
Building an authentic, influential brand is about more than the customer experience. The best brands work from the inside out to create a positive environment for their employees as well. Of course, employee experience directly impacts customer experience, especially in industries where customers and employees must frequently interact. There is perhaps no industry in which this holds more true than in food service.
In-N-Out Burger, the fast food company we recently hailed as a “branding genius,” is in the news again. This time, the attention is on their dedication to the employee experience. From “crazy good pay” to work-life balance, In-N-Out Burger has come to be seen as the leader in fast food employee experience. Let’s take a look inside the brand and explore how its employee’s experience contributes to its success. Continue Reading
My favorite coffee shop is about a mile from my office, and it has an unexpected name: Second Best Coffee. That’s a strangely self-effacing way to market a cup of coffee, isn’t it? So, why “second best”? Continue Reading