Recent Articles from David Heitman
March Madness: A marketing metaphor
Unless you are planning on winning Warren Buffet’s Quicken Loan Billion Dollar Bracket Challenge (odds of winning 1:9,223,372,036,854,775,808), it’s safe to say that you’ll be keeping your day job. That means your marketing decisions are probably more important than your Tourney bracket. And thus...
CEO as brand asset
Abraham Lincoln. Teddy Roosevelt. Richard Nixon. George W. Bush.
Four Republican, two-term, U.S. Presidents. Four very different brands.
Now ask yourself: What’s the first word that comes to mind for each of them?
Lessons from the HealthCare.gov debacle
There is some irony in the fact that an administration recognized for having run the most digitally savvy political campaigns in history should now be shipwrecked on the rocks of technical difficulties. One can certainly empathize with the President’s predicament regarding the failures of the new...
The power of internal branding
Have you ever walked into a company’s office or production facility for the first time and immediately noticed a refreshing level of enthusiasm and commitment from the people who work there? There is something positive animating the whole environment. What you’re sensing is the employees’ collective loyalty to the company and its brand. The effort […]
Five strategies to slow the race to the bottom
In nearly every business sector, you hear people talking about the dreaded “race to the bottom.” It’s the price-pressured, loyalty-free, profit-reducing phenomenon that is disrupting entire industries and wreaking havoc on thousands of individual companies. Whether going up against overseas competitors, addressing customers’ low price expectations or grappling with the next[...]
Here’s how to write a great tagline
At one time or another, nearly every business contemplates the creation and use of a tagline. This simple statement aims to distill a company’s unique value proposition into a few memorable words. When successful, a tagline can be a powerful shorthand statement of a brand. But too often, it becomes a design-by-committee phrase intended […]