Friday, February 15, 2019



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How Hispanic Millennials Are Driving the Bernie Sanders Brand

Posted by Elena del Valle on February 24, 2016

President, The Pathfinder Group

Jay Gronlund

Jay Gronlund, president, The Pathfinder Group

The surge behind this exploding Bernie phenomenon is fascinating for many reasons. It is certainly an indication of how divergent our society and politics have become, and this could even intensify in the future. It also shows the political potential of finding and concentrating on the most pronounced issues that frustrate younger people from all ethnic backgrounds, especially Hispanics. Interestingly, from a branding perspective, there are some revealing lessons from this unexpected success of the Bernie Sanders brand.

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Los Angeles consultant proposes seven elements of brand building

Posted by Elena del Valle on October 11, 2013

Capture the Mindshare and the Market Share Will Follow: The Art and Science of Building Brands

Capture the Mindshare and the Market Share Will Follow

Some people are brand loyal because they believe that those brands provide them with extraordinary value that cannot be acquired any other way. That is how Libby Gill, a Los Angeles management consultant, sees the relationship between consumers and brands. She says that the most successful brands are carefully built by people who are meticulous about getting certain things right.

In Capture the Mindshare and the Market Share Will Follow: The Art and Science of Building Brands (Palgrave MacMillan, $26), a 240-page hardcover book published this year, she explains her thinking. When she writes about mindshare she's referring to the heads, trust, loyalty and hearts of a company's customers.

In the book, she promises readers a blueprint for deep and lasting connections for executives, entrepreneurs, leaders and those who seek to influence, sell, persuade or attract customers. She defines branding as the ability to maintain an on going connection through awareness of value that drives others to act and create loyalty born of hope, trust and respect.

She describes seven elements she sees as necessary for the creation of the powerful company client relationships that generates customer loyalty and promotes economic success among successful brands. The elements are: Clarify Customer Benefits, Commit to Your Customer, Collaborate with Your Customer, Connect with Your Customer, Compete with Your Competition, Communicate with Confidence and Certainty, and Contribute to the Community.

An executive coach and branding expert with over 20 years of industry experience, Gill is the former head of communications and public relations for Sony, Universal, and Turner Broadcasting. Her clients include ABC-Disney, Nike, PayPal, Warner Brothers, and Wells Fargo. Her previous books are Traveling Hopefully: How to Lose Your Family Baggage and Jumpstart Your Life, and You Unstuck: Mastering the New Rules of Risk-taking in Work and Life.


Capture the Mindshare and the Market Share Will Follow: The Art and Science of Building Brands

Click to buy Capture the Mindshare and the Market Share Will Follow