It is one of the world's most recognized yet unrecognized brands. While physically hidden, Intel is associated with technology leadership, quality and reliability. But when it comes to smartphones, do people really think "it's what's inside that counts"?
I may be biased, but I am a big proponent of brand research. Research teaches you things about your company that you could not possibly figure out on your own, helps to answer questions you didn’t realize needed to be asked....
Do you know what predicts your brand’s success? Most marketing metrics only measure what has happened, using what could be called “lagging indicators.” But imagine the effectiveness of your marketing program if you could identify the “leading indicators” for your brand—the activities, buyer behaviors, and measurements...
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Research is vital to understanding your brand. But what type of research should you do? Qualitative or quantitative? Do you have the time to conduct personal interviews or administer an online survey?
It's a basic principle, if you want people to be interested in you, you should be interested in them. See how IBM, Nike, and Harley-Davidson do this and do it well. 
When it comes to developing a new brand strategy or rebranding, a company's internal employees can provide huge value. Get tips on ways you can engage and learn from your employees. 
I learned a secret to business success early on. Never start a company unless you have an unfair competitive advantage. But, that alone does not guarantee success. That is where branding comes in...
