My Marketing/Branding Favs Over 2 Years

In a continuation of the look back at my first two years of blogging, today I’m listing some of my…

Favorite Marketing/Branding Posts

From my perspective, brands aren’t color palettes or logos. They’re not tag lines or advertising campaigns. They’re an organization’s raison d’être. Here’s how I describe branding:

True brands are more than just marketing slogans, they’re the fabric that aligns all employees with customers in the pursuit of a common cause.

The bottom line: Most organizations need to re-establish their raison d’être.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

3 thoughts on “My Marketing/Branding Favs Over 2 Years”

  1. Hey Bruce.

    I’ve happened by your blog whilst doing some research. Really interesting.
    My company is involved with sonic branding and using sound to improve customer and brand experience. I really think brands should pay attention to what you are saying.

    If you are interested please read my short white paper that basically sums up everything we believe in. Would like to know your thoughts.

  2. Wow – thanks for these links. Some brand building here actually – seriously – matters to the end consumer.

    I think everybody needs to sit back for a second and read the cluetrain manifesto – . Seems like people forget that markets are people sometimes.

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