How Customer-Centered hurts your brand

You’re proud of your customer service. What could be wrong with that? Several things. For one, if you are truly “centered on your customers,” offer “great customer service,” or try to stay “close to the customer,” (to quote three clichés), you will miss great growth opportunities, and probably adopt a less-than-powerful brand strategy. To readers of business books, this probably …

The perceptual map is obsolete: branding in 3-D

The Perceptual Map, perennial favorite of MBA classes everywhere, is obsolete. In fact, it never was a completely satisfactory way to sum up brand perceptions. Branding is a three-dimensional problem. That insight led us to invent the Killian Branding Box™ to quantify and visualize a brand’s position vs. competitors in a 3-D space with three significant axes: Brand strength (visibility …

“Ideas” are almost worthless.

Most of the jobseekers who write to us note with great enthusiasm that they are uniquely employable because they have “ideas.” Lots of them. We are seldom (okay, never) moved to action by this claim, partially because so many people claim it. One becomes skeptical. Which brings us to Brainstorming, that good ol’ reliable exercise adored by many, misused by …