Ask Lindsay Blog Expand your insight into brand strategy, and learn how to wield it to increase your company’s value, with Lindsay’s take on common brand questions. Positioning Business Growth Ironclad brand-building Leadership Marketing Customer-centricity Videos All How do I truly listen to customers? How is brand strategy like other forms of strategy? How do I make my brand magnetic? Is brand about new customers or old customers? How cognitively easy is your brand? Is brand relevant for businesses that don’t advertise? How do I stand out from the competition? What’s the single biggest economic rationale for brand? How do I make the most of brand to engage my employees? What is an overview of the Ironclad Method for building a brand? What does my VC investor mean by “sell painkillers, not vitamins”? What if there isn't much difference between you and your competitor? How do I win when Amazon is my competitor? What can we learn about brand from the explorer Sir Ernest Shackleton? How does brand strategy save money? What is a wrong way to approach building a brand strategy? Who owns the creative brief? What’s the overlap between “purpose” and “brand strategy”? How can I use brand to prioritize? Why is it a bad idea to ask your customers how to innovate? Why should we show rather than tell? How is brand strategy like gift giving? How is neat handwriting like an effective brand? Are you misusing the word brand? What’s so powerful about storytelling? What’s more important in brand, being rational or being emotional? What’s the logic behind the rebranding of the Mormon Church? Do I have to make tough choices to have a strong brand? Why must the leader own brand? What is the #1 secret weapon for brand building? How do I name my product or company? How different should your brand be? What is a competitive frame of reference, and why does it matter? Who chooses your brand’s position? What is the first step in building a brand strategy? What My Book Reveals About Brand, and Why Should you read my book? Why My New Book on Brand Is for Leaders, Not Just Marketers Why I Wrote a Book About Brand What is the difference between brand and marketing? Does a B2B company need a brand strategy? Is brand just spin? Will choosing a brand strategy box me in? How can I engage my employees through brand? I have a brand strategy. Now what? How can leaders model the importance of brand? What’s the brand asset that people don’t use enough? What if the sales funnel is really an hourglass? Why and how should I listen to my customers? Which is more valuable to my brand, a big benefit or a narrow focus? What is the shelf life of a brand strategy? Has Amazon made brands irrelevant? Is brand just messaging? How can brand move my business from surviving to thriving? How do I define my target customer when my customer base is so diverse? Is brand strategy a creative or a logical exercise? What is my brand’s mental file folder? How can I learn how to do brand strategy? Brand vs. branding – why does the difference matter? How different should my brand positioning be? How can I help my customers bond with my business? Why should I create a brand strategy when I’m in startup mode? Why can’t I use the word “authentic” in my brand strategy? When is the best time to build a brand strategy? How do I figure out the best target audience for my brand? What do the bakers of Ancient Pompeii have to do with brand? What's the #1 thing you're probably forgetting in your brand positioning? Should I skip brand positioning if I have a small marketing budget? What’s the #1 mistake made when crafting a brand positioning? Is brand positioning just for B2C, or is it also for B2B? What the heck is a brand positioning strategy? What does it mean to have a hardworking brand? How does brand strategy create business advantage? Why do we buy, and what does that mean for brands? Where do I focus, on brand building or customer acquisition? How does brand positioning improve my decision-making? What does it mean to do marketing with a capital M? I’m not a creative expert – so how do I evaluate creative? When do I lean on a functional benefit versus an emotional benefit? What is the role of value in my brand? How does defining my brand make me money? How is brand positioning like protein? What is the role of trust in my brand? How do I differentiate myself?