There’s no such thing as a natural-born leader. Leadership is not an innate gift from the Almighty. Instead, it’s a skill that must be learned. And the hard truth is, your leadership abilities affect everything in your business whether you’re a “natural-born leader” or not. So, if you ever find yourself unhappy with your team’s…
“Know your target audience” is common marketing advice, but it’s vague. We’re all good marketers here. We know it’s important to understand our audience. But how do we get from a general picture like… “Greg is our customer avatar. He’s 45 and loves to shop at Sears.” (Greg, you can do better than Sears. I…
By: Chase Neely and Robert Lucas Step 1: Find your passion. Step 2: Build a business around it. Seems simple enough, right? But that’s the problem. Passion isn’t simple. And neither is a passion-based business. The idea that entrepreneurs should only do things they’re passionate about or that the only businesses worth pursuing are the…
“Did you guys see the IHOP rebrand?” “Yeah. Super weird. They’re International House of Burgers now. How crazy is that?” See that up there? ^ That’s “brand equity.” It’s the intangible, intrinsic business value that comes from instant recognition and attention. Mega-brands like Nike, Coca Cola, McDonald’s, and even IHOP (or should I say IHOB?)…
It was a cold January morning at IHOP headquarters. A group of creative directors sat around a conference table. “Our bread-and-butter is pancakes. There’s no way we could switch to burgers. That would just be bananas.” “Ellis, I think it’s bologna too. But if we don’t do this, we’ll be toast. Waffle House will consume…
What is personal branding? Why is Personal Branding Important? And what are some personal branding strategies? By Chase Neely, Co-Founder and President of Leverage Creative Group, Inc., and personal brand consultant for artists, songwriters, authors, and entertainment industry leaders 1997. That’s the last year that anyone in our industry seriously questioned whether personal branding was a…
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