Joseph BensonBrand Haiku #12: Brand and the 3 CsBrand. Company. Competition. Customer.May 6, 2017May 6, 2017
Joseph BensonBrand Haiku #11: What are Brands Best at?· Creating choice — you cannot be chosen unless you are a choiceMay 5, 2017May 5, 2017
Joseph BensonBrand Haiku #10: Who Needs a Brand?Shareholders don’t. They invest in mutual funds that own hundreds of companies.May 3, 2017May 3, 2017
Joseph BensonBrand Haiku #9: Brands are About SacrificeThere are over one million words in the English language. And every word has a unique meaning.May 2, 2017May 2, 2017
Joseph BensonBrand Haiku #8: How Much is Your Brand Worth?We have been repeatedly taught about the resistance of any intangible, such as a brand, being accurately quantified on a balance sheet.May 1, 2017May 1, 2017
Joseph BensonBrand Haiku #7: A Commodity Plus a Brand = A Premium PriceAn orange … is an orange … is an orange.Apr 28, 2017Apr 28, 2017
Joseph BensonBrand Haiku #6: Your Story of OriginJust about everything you say about your business can be copied by competitors. Except your Story of Origin. Why, where, and how you…Apr 27, 2017Apr 27, 2017
Joseph BensonBrand Haiku #5: Business Begets Brand. Brand Begets Customers.Business strategy creates an offering.Apr 26, 2017Apr 26, 2017
Joseph BensonBrand Haiku #4: Brands Influence. Brands Compel.Brands influence what customers think and feel — how they see themselves and their roles in the world.Apr 25, 2017Apr 25, 2017
Joseph BensonBrand Haiku #3: Brands Mitigate Product Development RiskIn the mind of the Xerox customer, the brand is not elastic enough to stretch from office copiers to office computers.Apr 24, 2017Apr 24, 2017