I see it all the time. Brand boredom syndrome. It drives a huge chunk of “so called” brand work that is done by the creative industry and can be downright deadly to your organisation.

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A number of years ago I worked with a political candidate in the US. She wanted to understand her brand foundations (promise, values, positioning) so she would have a guide for her campaign and policy decisions. That foundation held her in good stead, as she is today a junior senator in the US House of Representatives.

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A simple way to look at brand equity is difference between the price you could charge for your product or service and the price you could charge if your brand didn't exist. I will pay $X for this MP3 player, but I will pay $XXX for an Apple iPod. The $X difference is Apple's brand equity.

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I am working with a number of people right now on different projects but there is one issue that keeps jumping up and causing consternation to all – permission.

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I operate under the rule of thumb that if you have been in business for a time (three plus years is a good starting point), you have a brand (whether you know what it is or not is a different question). However, not all brands reach the same heights and that got me wondering what makes a Brand with a "B" as opposed to a brand with a "b"?

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I thought I was done with the topic of customer service for a while, but a few conversations and personal experiences over the last few weeks have brought me back around to it.

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If there was ever any doubt that the actions of an organisation are the primary contributor to the brand, the past few weeks have erased them once and for all. I am fairly certain that although BP wanted their brand to be an example to all - this wasn't the example they had in mind.

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People love to attach their processes, frameworks, terms and taxonomies to brand, trying to make brand proprietary and give the appearance of added value. Hey, I've been guilty of it myself.

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I started talking about the term brand alignment back before anyone even thought about brand as much more than a logo. We registered it as a URL and today if you search that term my blog site is the number one Google ranked search result for the term. Not bad seeing as I have never spent one dollar on Google ad words or any other SEO mechanisms!

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From my recent interview with customer service guru Cindy Solomon, here's a summary of the four things you need to know to deliver on customer expectations - because that's what customer service is all about.

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