By Clemens Rettich, on April 13th, 2011 
You don’t own your brand. Your customers do.
Most business owners who have some understanding of branding already know this. But here is another reason you are not fully in control of your brand: it is also the product of your environment. You are part of a brand ecosystem.
Don’t believe me? Think about Japan. Are you old enough to remember when “Made in Japan” was not a good thing? And yes, I mean long before the Toyota fiasco. How about now? Japanese exports are perceived as premium products.
Wine, electronics, cars, clothing, the list goes on. How . . . → Read More: The Canadian Brand Ecosystem
By Clemens Rettich, on October 6th, 2010 
Listening to Steve Reich’s composition Music for 18 Musicians the other day, I was struck by its power to consistently evoke a certain mood for me and how I sometimes seek those moods out. Most of us have pieces of music that consistently evoke an emotional response.
Great brands can also be evocative.
The word evocative comes from the Latin evocare, which means to call out. Calling out not in the sense of calling out loud, but in the sense of calling out to. Something that is evocative calls out to you.
A great brand should evoke an emotional . . . → Read More: The Evocative Brand
By Clemens Rettich, on February 6th, 2010 Image by Clarita
If your business disappeared tomorrow, would anybody miss you?
No one wants to close their doors. But let’s imagine the unthinkable: how would your customers respond if you had to close up shop?
I can think of two scenarios…
Scenario one: you disappear and no one notices… That would be a disaster, but what would it tell you? Maybe it tells you that whatever needs your service or product fulfilled, those needs could be fulfilled by someone else. What you had to offer in the end was just a commodity, and all commodities are replaceable.
. . . → Read More: What if your Business Disappeared Tomorrow?
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