The Myth of Brand Loyalty

For branding and marketing leaders, loyalty is the holy grail. To achieve success, redefine loyalty as a successful open marriage between customer and brand, and reward long-term loyalty over short-term acquisition.

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Steve Kesselman
Killing Consumers

To refer to people generally as consumers implies that they are not producers. The term consumer is not kind; it is derogatory, false, and belittling. Because they aren’t consumers. They are your constituency; your electorate. They are deciders and choosers, and you hope they will choose you. Simply put: they are people.

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Steve Kesselman
Brand "You"

Like any brand, your personal brand is created and given meaning by those who observe it as they interact with you. Your personal brand starts with a resumé. Be intentional and thoughtful as you begin this first step.

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Steve Kesselman