Do you deliver emotional value? How the little guy beat Coca Cola!

Imagine a powerful brand like Coca Cola entering into a market like Peru and losing to a local drink like Inca Kola! Why would Coca Cola, one of the worlds most powerful brands, not win market share from “the Golden Kola”  (a sweet fruity lemon verbena-flaored soda)? Here’s the answer  in two words?  EMOTIONAL VALUE…

View Post

How to Create Brand Equity

Which is it – wide ties or skinny ties? Bell bottoms or straight legs? I am convinced that if you wait long enough the old will become new again and the out-of-vogue will return to fashionable. Recently, I asked if brand loyalty was dead? In the context of that question I posed data to suggest…

View Post


The Starbucks Experience: Leadership Tips eBook
Elevating Care in Healthcare: Lessons from the UCLA Health System eBook
How to Win Every Customer, Every Time, No Excuses! Article